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↔ SELECTED REFLECTIONS of AAINA SHARMA


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

UNIVERSITY ↔ A C A D E M Y O F A R T |

TERM ↔ F A L L 2 0 1 0 |

PASSION ↔ G R A P H I C D E S I G N

W HAT DOES A AINA MEAN?


DESIGN AS REFLECTION INTRODUCTION

My name, Aaina, means mirror in Hindi. My mom tells me that she named me Aaina because she thought she was looking in a mirror when she first saw me. I believe I lived up to my name as I grew up. The other meanings of 'mirror' became more apparent as I pursued my passion for design. Acting as a mirror for my clients, they can see their and my conceptual and aesthetic vision through the final design. Certain words show different facets of me. You'll see these words highlighted as each project is introduced throughout the book. While this book mirrors me, I hope that in some way it can reflect back to you.

FOOD FOR THOUGHT "Bad design is smoke, while good design is a mirror."

— Juan-Carlos Fernàndez.


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

UNIVERSITY ↔ A C A D E M Y O F A R T |

TERM ↔ F A L L 2 0 1 0 |

PASSION ↔ G R A P H I C D E S I G N

W HERE CAN I FIND IT ALL?


MIRRORS OF IDEAS PG. 10 - 35

Audacity to tell the truth

PG. 36 - 53

Wine is like cloth

PG. 54 - 75

A small step leads to a giant leap

PG. 76 - 89

Face to face with being a man

PG. 90 - 109 Feats shine on those who don't wait PG. 110 - 121 An honest view of freshness PG. 122 - 137 At last, a cup of the real deal PG. 138 - 151 Sweetness that's not sugar-coated PG. 152 - 173 Speaking of losing clĂŚnnis PG. 174 - 207 Smart thinking always wins, fair and square PG. 208 - 217 Random acts of versatility PG. 218 - 227 Identifying the identity


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ C H I P O T L E C A M P A I G N |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ I D E N T I T Y D E S I G N 2

AUDACITY


PROJECT NO ↔

IT TAKES A LOT OF AUDACITY TO TELL THE TRUTH


01

02

03

04

05

06

07

08

09

10

11


BUT IT'S WORTH IT. PROJECT TITLE

Chipotle Promotional Campaign

COURSE

Identity Design 2

INSTRUCTOR

Tom McNulty

CATEGORY

Print

TERM

Fall 2009

DELIVERABLES Brochure Direct Mailer Posters T-Shirts Tote Bag Playing Cards Website Design CONCEPT The truth that needed to be told was that Chipotle not only serves food that's good for its customers, it's also good for farmers, animals and the environment. Most people are not aware of how brutally animals are treated and how they suffer during their very short life. Through this real-client project, we worked with Chipotle to come up with a strategy that would make consumers more informed about the truth. This campaign deals with letting people know that it's not too late to start being good to not only themselves but also to the world and they can do this by simply choosing Chipotle. WORTH A MENTION A meeting with Chipotle's top executives was held in New York where this campaign was presented to them.


V ISUAL MOODBOARD


CREATIV E BRIEF

COURSE ↔ I D E N T I T Y D E S I G N 2 |

INSTRUCTOR ↔ T O M M C N U L T Y

CHIPOTLE'S MISSION Food With Integrity It isn’t a marketing slogan. It’s not a product line of natural and organic foods. It’s a philosophy that we can always do better in terms of the food we buy. And when we say better, we mean better in every sense of the word - better tasting, coming from better sources, better for the environment, better for the animals, and better

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hallmarks of Food With Integrity include things like unprocessed,

PROJECT ↔ C H I P O T L E C A M P A I G N

for the farmers who raise the animals and grow the produce. The seasonal, family-farmed, sustainable, nutritious, naturally raised, added hormone free, organic, and artisanal. And, since embracing this philosophy, it’s had tremendous impact on how we run our restaurants and our business. THE PROBLEM Chipotle uses meat and some vegetable that are completely natural and don’t use any chemicals or cruel methods of raising the animals. Chipotle is good for the health, the local farmers, the animals. It’s

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pretty much a win win situation. That’s all great but the problem is

↔ SELECTED REFLECTIONS of A A I N A S H A R M A

that no one knows about it. Most people would just say that Chipotle’s food is good, actually it’s very good, but that’s about it.


THE WHAT AND THE HOW. OUR MISSION

Feed Your Soul

Our mission was to conceptualize and design a campaign that spreads awareness among people about Chipotle's 'Food with Integrity' philosophy and gets them thinking about what they are feeding not only their body but also that they are feeding their soul. The message that we wanted to send out was "wake up, it's not too late." Through this campaign we are trying to skillfully influence people by coming up with catchy and witty phrases to direct their attention to what's going on around them. We want to let the consumers know that Chipotle, as a company, wants to help them change the world, one step at a time.

KEYWORDS

Bold Organic Positive High quality Local

Influencial Humorous Witty Healthy Attitude


ILLUSTRATIONS BY

Han Thlang

↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ C H I P O T L E C A M P A I G N |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ I D E N T I T Y D E S I G N 2

ILLUSTRATIONS


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ C H I P O T L E C A M P A I G N |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ I D E N T I T Y D E S I G N 2

BROCHURE


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ C H I P O T L E C A M P A I G N |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ I D E N T I T Y D E S I G N 2

DIRECT MAILER


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ C H I P O T L E C A M P A I G N |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ I D E N T I T Y D E S I G N 2

BUS SHELTERS


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ C H I P O T L E C A M P A I G N |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ I D E N T I T Y D E S I G N 2

BILLBOARDS


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ C H I P O T L E C A M P A I G N |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ I D E N T I T Y D E S I G N 2

T-SHIRT: FRONT & BACK


PLAYING CARDS

Chipotle believes in providing you with food that is not only good for you but also good for the local farmers, animals and the Earth. chipotle.com/clique

PROJECT ↔ C H I P O T L E C A M P A I G N |

↔ SELECTED REFLECTIONS of A A I N A S H A R M A

*the same must apply to humans. Chipotle believes in providing you with food that is not only good for you but also good for the local farmers, animals and the Earth. chipotle.com/clique

6

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INSTRUCTOR ↔ T O M M C N U L T Y

|

COURSE ↔ I D E N T I T Y D E S I G N 2

*psst...it’s not supposed to.


*and if they do, the world will too.

Chipotle believes in providing you with food that is not only good for you but also good for the local farmers, animals and the Earth. chipotle.com/clique

*sure, let’s move to Jupiter. Chipotle believes in providing you with food that is not only good for you but also good for the local farmers, animals and the Earth. chipotle.com/clique


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ C H I P O T L E C A M P A I G N |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ I D E N T I T Y D E S I G N 2

TOTE BAG


W EBSITE

COURSE ↔ I D E N T I T Y D E S I G N 2 |

INSTRUCTOR ↔ T O M M C N U L T Y |

PROJECT ↔ C H I P O T L E C A M P A I G N |

↔ SELECTED REFLECTIONS of A A I N A S H A R M A

Fill this out form to join the Clique and receive specials, coupons & much more. Once you’ve done that, we’ll send you our special Clique card! Use it at any Chipotle location to get points on each meal that you order. And once you’ve collected 100 points, you will hava a choice of receiving a FREE Chipotle tote bag or a FREE meal!

SUBMIT

RESET

Bring in your bag to Chipotle everytime you order to go and receive 50 cents off each order. This is our way of saving the earth, one tote bag at a time.

Advertise | FQA

| Privacy | Policy | Contact US

Copyright (cc) 2009 Chipotle. Creative Commons - Some rights reserved. Copyright Policy


Advertise | FQA

| Privacy | Policy | Contact US

Copyright (cc) 2009 Chipotle. Creative Commons - Some rights reserved. Copyright Policy


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ C A S T E L L O D I A M O R O S A P A C K A G I N G |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ P A C K A G E D E S I G N 3 REFLECT


PROJECT NO ↔

WINE IS LIKE CLOTH AND FASHION REFLECTS THE WOMAN


01

02

03

04

05

06

07

08

09

10

11


SO WHY NOT DRESS THE WINE? CASE TITLE

Castello di Amorosa Wine Packaging

COURSE

Package Design 3

INSTRUCTOR

Tom McNulty

CATEGORY

Packaging

TERM

Fall 2009

DELIVERABLES

1 high-end design [price point: $110 or up] + gift box 2 low-end designs [price point: $15-$20]

CONCEPT

Since Castello di Amorosa is Italian, I researched lots of Italian wineries and wines and while doing so, I was reminded that the map of Italy is shaped like a women's boot. From this came the idea of developing a line of wines that is an ode to women and fashion. This is not to say that women are the only target audience for this line. The overall design and color scheme appeals to both women and men. The idea was to combine wine, women and fashion into one elegant and sophisticated design that had an edge to it. The objective was to keep the designs very simple, yet have a big impact.

WORTH A MENTION Featured at: Academy of Art University Winter Packaging Show [2009-2010] designworklife.com


V ISUAL MOODBOARD


SAUVIGNON

CABERNET

C ABARNET SAUVIGNON

NA PA V A LLE Y

2005

↔ SELECTED REFLECTIONS of A A I N A S H A R M A

NA PA VALLEY

05

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PROJECT ↔ C A S T E L L O D I A M O R O S A P A C K A G I N G |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ P A C K A G E D E S I G N 3 PROCES S


2 005 CHARŁ DONŁ NA Y NA PA VALLEY 750 ML

2005

2005 CABARNET SAUVIGNON NAPA VALLEY

C

ABARNET SAUVIGNON

NA

750 ML

PA V ALLEY

2005 CHARDONN AY NA PA VALLE Y


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ C A S T E L L O D I A M O R O S A P A C K A G I N G |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ P A C K A G E D E S I G N 3 HIGH-END W INE


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ C A S T E L L O D I A M O R O S A P A C K A G I N G |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ P A C K A G E D E S I G N 3 SKETCHES + GIFT BOX


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ C A S T E L L O D I A M O R O S A P A C K A G I N G |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ P A C K A G E D E S I G N 3 LOW -END W INE


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ C A S T E L L O D I A M O R O S A P A C K A G I N G |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ P A C K A G E D E S I G N 3 LOW -END W INE


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ K I V A C A M P A I G N |

INSTRUCTOR ↔ L A U R A M I L T O N |

COURSE ↔ G R A P H I C D E S I G N 3

LEAD


PROJECT NO ↔

A SMALL STEP LEADS TO A GIANT LEAP


01

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03

04

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10

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TAKE THAT STEP. CASE TITLE

Kiva Promotional Campaign

COURSE

Graphic Design 3

INSTRUCTOR

Laura Milton

CATEGORY

Print

TERM

Spring 2009

DELIVERABLES Brochure Posters Fundraiser Invites Fundraiser Giveaway CONCEPT Kiva is a micro-lending non-profit organization and I chose to design a campaign for Kiva because I truly believe in and support what it does. The objective was to lift Kiva's image and make it richer. The concept of the campaign was inspired from all the cultures and countires that Kiva is involved with. I decided that they are lacking in telling the lenders the story that is so touching and I knew that lenders would appreciate knowing where their money is going and how they are helping people in need succeed in life. WORTH A MENTION "I joined Kiva in December [2009] and I think the very first thing I did was beg Chelsa for the beautiful orange, Kiva-Africa poster you designed! We have it framed in our reception area for everyone to enjoy and I recently noticed in Chelsa’s office that you did another, similar design - I would absolutely love to have a poster of that design as well to hang along with the Kiva-Africa piece." — Megan Price Office Manager, Kiva


V ISUAL MOODBOARD


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ K I V A C A M P A I G N |

INSTRUCTOR ↔ L A U R A M I L T O N |

COURSE ↔ G R A P H I C D E S I G N 3

IDENTITY: PROCES S


LOGO THUMBNAILS


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ K I V A C A M P A I G N |

INSTRUCTOR ↔ L A U R A M I L T O N |

COURSE ↔ G R A P H I C D E S I G N 3

BROCHURE


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ K I V A C A M P A I G N |

INSTRUCTOR ↔ L A U R A M I L T O N |

COURSE ↔ G R A P H I C D E S I G N 3

BROCHURE: SPREADS


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ K I V A C A M P A I G N |

INSTRUCTOR ↔ L A U R A M I L T O N |

COURSE ↔ G R A P H I C D E S I G N 3

POSTERS


Empowering the developing world to lift themselves out of poverty. We have been helping people to make their dreams come true in many different communities. We’re not just empowering individuals but also countries and the world. There are thousands of entrepreneurs waiting for support and a little encouragement. Let’s come together and give then a brighter future. For more information, please visit: kiva.org.


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ K I V A C A M P A I G N |

INSTRUCTOR ↔ L A U R A M I L T O N |

COURSE ↔ G R A P H I C D E S I G N 3

THE ENTIRE CAMPAIGN


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ B R A D Y B Y F O S S I L S K I N C A R E |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ P A C K A G E D E S I G N 3 FACE TO FACE


PROJECT NO ↔

FACE TO FACE WITH BEING A MAN


SHOWER GEL

4

01

02

03

04

05

06

07

08

09

10

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A WELLGROOMED MAN. CASE TITLE

Brady by Fossil Skin care Packaging

COURSE

Package Design 3

INSTRUCTOR

Tom McNulty

CATEGORY

Packaging

TERM

Fall 2009

DELIVERABLES

Set of 7 SKUs

In store display

CONCEPT

This project involved designing a skin care line for an existing company non-affiliated with skin care products. Fossil seemed like an obvious choice. Since they started out with launching men's accessories, it makes sense for Fossil to launch a skin care line for men. I got most of my inspiration from the vintage patterns that they have on the tin boxes that they give out with the purchase of a watch. The vintage look and feel of the brand is summed up in those patterns. Also, the colors were chosen to represent a masculine look. The photoengraved labels on the bottles were also designed to emphasis that look.

WORTH A MENTION Featured on: thedieline.com lovelypackage.com designworklife.com Academy of Art University Spring Show [2009-2010]


V ISUAL MOODBOARD


↔ SELECTED REFLECTIONS of A A I N A S H A R M A

7

DEODORANT

5

HAIR GEL

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PROJECT ↔ B R A D Y B Y F O S S I L S K I N C A R E |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ P A C K A G E D E S I G N 3 PACKAGING: RENDERINGS


4

SHOWER GEL

6

MOISTURIZER

1

SHAVING GEL

3

FACE SCRUB

2 CLEANSER


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ B R A D Y B Y F O S S I L S K I N C A R E |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ P A C K A G E D E S I G N 3 DISPLAY: RENDERINGS


Raised, paint: silver

height - 2.25� paint - brown (same as the tops of bottles)


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ B R A D Y B Y F O S S I L S K I N C A R E |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ P A C K A G E D E S I G N 3 PACKAGING & DISPLAY


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ T E D : P R O C R A S T I N A T I O N |

INSTRUCTOR ↔ M E G U M I K I Y A M A |

COURSE ↔ P R I N T D E S I G N 1

SHINE


PROJECT NO ↔

GREAT FEATS SHINE ON THOSE WHO DON'T WAIT


01

02

03

04

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06

07

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09

10

11


WHAT ARE YOU WAITING FOR? CASE TITLE

TED: Procrastination

COURSE

Print Design 1

INSTRUCTOR

Megumi Kiyama

CATEGORY

Print

TERM

Fall 2009

DELIVERABLES

Brochure

Direct mailer Posters

CONCEPT

Procrastinating is something that we all are guilty of and although, it's fine to a certain extent, putting things off can take a toll on your personal and professional life. Through this project, I wanted to tell designers how procrastinating can affect their lives and which rules they can follow to get rid of procrastination once and for all and boost productivity. The pieces were designed to look like the surface of a blackboard so as to make them look like a teaching tool. Also, elements like hand done doodles and hand-written typography added to the mood of what was being said. The main idea was to design pieces that taught designers something without making it sound preachy.

WORTH A MENTION

"You have some nice work, we especially liked the TED piece." — Peter Markatos Principal, Markatos | Moore


V ISUAL MOODBOARD


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ T E D : P R O C R A S T I N A T I O N |

INSTRUCTOR ↔ M E G U M I K I Y A M A |

COURSE ↔ P R I N T D E S I G N 1

BROCHURE: COV ER


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ T E D : P R O C R A S T I N A T I O N |

INSTRUCTOR ↔ M E G U M I K I Y A M A |

COURSE ↔ P R I N T D E S I G N 1

BROCHURE: SPREAD


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ T E D : P R O C R A S T I N A T I O N |

INSTRUCTOR ↔ M E G U M I K I Y A M A |

COURSE ↔ P R I N T D E S I G N 1

BROCHURE


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ T E D : P R O C R A S T I N A T I O N |

INSTRUCTOR ↔ M E G U M I K I Y A M A |

COURSE ↔ P R I N T D E S I G N 1

DIRECT MAILER


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ T E D : P R O C R A S T I N A T I O N |

INSTRUCTOR ↔ M E G U M I K I Y A M A |

COURSE ↔ P R I N T D E S I G N 1

POSTERS


HOW MANY HOURS DID YOU SPEND IN FRONT OF THAT T.V. TODAY?


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ G O O D E A R T H T E A |

INSTRUCTOR ↔ P A U L K A G I W A D A |

COURSE ↔ P A C K A G E D E S I G N 2

HONEST


PROJECT NO ↔

AN HONEST VIEW OF FRESHNESS


01

02

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04

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HONESTY IS PRESTINE. CASE TITLE

Good Earth Tea Packaging

COURSE

Package Design 2

INSTRUCTOR

Paul Kagiwada

CATEGORY

Packaging

TERM

Spring 2009

DELIVERABLES 6 packages [2 for each kind of tea] CONCEPT The objective of this project was to take the Good Earth brand and uplift it to be more high-end so that it could compete with other tea brands that are sold at places like Williams-Sonoma and Sur La Table. For this, I needed to make sure that the tea looks and feels expensive enough to compete with the more upscale brands. After a lot of research, it was evident that the things that are missing from the look and feel of a high-end tea packaging are warmth and freshness. So, in my design solution, I gave the packaging both and also kept it unique with the choice of materials.


V ISUAL MOODBOARD


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ G O O D E A R T H T E A |

INSTRUCTOR ↔ P A U L K A G I W A D A |

COURSE ↔ P A C K A G E D E S I G N 2

PACKAGING


LOOSE LEAF TEA

LOOSE LEAF TEA

Black tea is the most familiar tea type to North Americans and Europeans. This is

Orange Pekoe are made of.

BOMBAY MASALA

Black teas less familiar to the

black tea

the stuff the famous Earl Grey, English Breakfast and

Western world also abound, including our smoky but seductive Lapsang Souchong. INGREDIENTS

Tea from India, and spices from all over Asia

Black tea, cinnamon, cardamom, ginger root, clove, licorice root, anise seed, Chinese star anise, pink peppercorn, black pepper, lemon peel, orange peel. NET WT. 3.5 OZ (99 G)

LOOSE LEAF TEA

LOOSE LEAF TEA

Green tea is the most familiar tea type to North Americans and Europeans. This is

Orange Pekoe are made of.

DARJEELING ESTATE

Black teas less familiar to the

green tea

the stuff the famous Earl Grey, English Breakfast and

Western world also abound, including our smoky but seductive Lapsang Souchong. INGREDIENTS

Grown in the Wuyi mountains in China

Black tea, cinnamon, cardamom, ginger root, clove, licorice root, anise seed, Chinese star anise, pink peppercorn, black pepper, lemon peel, orange peel. NET WT. 3.5 OZ (99 G)

LOOSE LEAF TEA

LOOSE LEAF TEA

Oolong tea is the most familiar tea type to North Americans and Europeans. This is the

Pekoe are made of. Black teas

TAIWAN FORMOSA

less familiar to the Western

oolong tea

stuff the famous Earl Grey, English Breakfast and Orange

world also abound, including our smoky but seductive Lapsang Souchong. INGREDIENTS

From the island of Taiwan, once known as Formosa

Black tea, cinnamon, cardamom, ginger root, clove, licorice root, anise seed, Chinese star anise, pink peppercorn, black pepper, lemon peel, orange peel. NET WT. 3.5 OZ (99 G)


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ K O P P I E C A M P A I G N |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ G R A P H I C D E S I G N 2

REAL


PROJECT NO ↔

AT LAST, A CUP OF THE REAL DEAL


01

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RELAX, TAKE A SIP. PROJECT TITLE

Koppie Promotional Campaign

COURSE

Graphic Design 2

INSTRUCTOR

Tom McNulty

CATEGORY

Print/Packaging

TERM

Fall 2008

DELIVERABLES Brochure Poster Packaging Coffee cup sleeves CONCEPT The objective of this project was to choose a company and invent a product for the company for which we were to develop a promotional campaign. I chose to come up with a product for Starbucks. It would be a voice-activated mug that would allow consumers to make their favorite drinks simply by pouring a pre-made mix (which would be sold at Starbucks) and some water/milk in the mug and telling the mug the name of the drink that they would like to drink. The idea behind the Koppie mug is to give the consumers the comfort of enjoying their favorite drinks without having to get up from their couch or desk. The drinks would still taste exactly the same as when the barists make them.


V ISUAL MOODBOARD


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ K O P P I E C A M P A I G N |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ G R A P H I C D E S I G N 2

PROCES S


LOGO THUMBNAILS


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ K O P P I E C A M P A I G N |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ G R A P H I C D E S I G N 2

BROCHURE


ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.

HEAVENLY HEAVENLYGOODNESS GOODNESS

IN INJUST JUST30 30SECONDS SECONDS

TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW

ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST

IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND

THE PRODUCT

IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE

ENJOY A WARM DRINK

KOPPIE

IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT. TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT. TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT. TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT. TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT. TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW

ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST ENJOY A WARM DRINK IN THE EASIEST WAY AND THE QUICKEST

STARBUCKS is the leading roaster and retailer of specialty coffee in the world and has become a truly global brand. Koppie is a Erat equat dion vel ut The first store was opened in Pike Place elisim venisl ut auguerit loborem iliq Market in Seattle, Washington, in 1971 by ercidui siscin ut in el ut velis umsandr nisci et utpatem adigna facip euisi. three partners: English teacher Jerry BaldRaesto dunt ipsusci exerilit augait utat win, history teacher Zev Siegel, and writer ad duissi. Ibh er sum quisi. Nisciliquat, Gordon Bowker. quiscipsum verit ad endionsectem dolobortie faciliquis nit nos dit wis The three were inspired by Alfred Peet, To establish Starbucks as the predolore faccum adio er adio eugue. whom they knew personally, toModoloreet open their of the finest coffee lan utpatummy nullamier feuipitpurveyor ent first store in Pike Place Market wissequi to selltionsequatem vel ut autinla the Susciworld eu while maintaining our feuguer accumsan henibh eum volutet num nim high-quality coffee beans and equipment. principles as we grow. • Provide a zzrit, quat dipsustrud te facipit autpat, suscilit During their first year of operation, they work praeseq uatisci blamet, volendiogreat et iril exer sim environment and treat purchased green coffee beans ipiscil fromlamcomm Peet’s,odolorp ercinibheach exeriliquat. other with respect and dignity. Equip eugiam, consequi bla acing euguer then began buying directly from growers. • Embrace diversity as an essential sendrem venit eriuscip el ip eugue magna In 1984, the original ownerscommodo of Star-consequ atuerat, consecte component in the way we do busidolebucks, led by Baldwin, took thesectem opporvullan eum aute modionsequis • Apply the highest standards ness.nisismod erostostill ea alit acillam, commy nummy nonse feu tunity to purchase Peet’s (Baldwin of excellence to the purchasing, faccummy nonsequis euismol esequis nosto ex el works there today). In 1987, they sold the roasting dolore vullandio od molorer iurem vulputpat,and fresh delivery of our Starbucks chain to Schultzs Il Giornale, corer sustrud er senim dolorti onsequat, • Develop enthusiastically coffee.sim iustis am, conumsan hendrercil eliquat. Esequat which rebranded the Il Giornale outlets as satisfied customers all of the time. luptat lor ip et, quat. Voluptat. Delese tatue Starbucks and quickly began tofeugue expand. Contribute positively to our comvullamconum doloborem• quisim Eqm

IN THE EASIEST WAY

AND THE QUICKEST

MISSION STATEMENT

BACKGROUND

BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT.

quipit ipit nos nostrud dio dolent do dolutpat munities and environment. • RecoLenis dipsum dit inim vendreros do dipsum do gnize that profitability is essential to od magna faccums andipis ese diatin.

IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT. TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT.

our future success.

SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT. TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER

KOPPIE KOPPIE INSTANTLY YOURS INSTANTLY YOURS

For more information, visit: koppie.com For Avenue more information, visit: WA koppie.com 2401 Utah South Seattle, 98134 2401 Utah Avenue South Seattle, WA 98134

IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT. TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT. MAKE IT. BREW IT. BLEND IT. SIP IT.TASTE IT. ENJOY IT. ORDER IT.

Help you relax and read that book without having to stop at the most interesting page because` need coffee. Make sure you get your drink in exactly thirty seconds, so that you have more time to put on make-up.

Give you a chance to explore more options that you have previously been reluctant to explore.

Give you an opportunity of saying, “I own Starbucks“ everytime someone asks you what Koppie is.

1

2

3

Sit up proudly on your desk, showing off how cool you are to everyone who passes by.

Give you less chances of getting mad at the Barista for not making your drink “perfectly.”

Get people curious to know if you’re someone special because you’re talking to a cup.

Let you experiment with mixing as many flavors as you want, without embarrasing yourself in front of your co-workers.

Give you the assurance that you won’t be late for that super important meeting just because there’s no Starbucks on the way.

e’re still wo

d talks to you in tim

e talking to a cup. Helps im

ortunity of saying, “I own Starbucks

have previously been reluctant to explore

s of getting mad at the Barista for not making yo

BREW IT. HOW IT WORKS BLEND IT. MAKE IT. WHAT KOPPIE CAN DO FOR YOU

Give you more time to do things that are more important than standing in line.

he assurance that you won’t be late for that super import

e’re still wo

d talks to you in tim

e talking to a cup. Helps im

ortunity of saying, “I own Starbucks

have previously been reluctant to explore

s of getting mad at the Barista for not making yo

MISSION STATEMENT

by. Gives you a chance to explore more options that you

at you have more time to put on make-up. Gives you less chance

op at the most interesting page because you need coffee. Gives you t

he assurance that you won’t be late for that super import

stans your worries.. Um, w

lf a minute. Acts as a counselor an

if you’re someone special because you’r

lf in front of your co-workers. Gives you an opp

KOPPIE

re you get your drink in exactly thirty seconds, so th

stans your worries.. Um, w

lf a minute. Acts as a counselor an

if you’re someone special because you’r

lf in front of your co-workers. Gives you an opp

by. Gives you a chance to explore more options that you

at you have more time to put on make-up. Gives you less chance

op at the most interesting page because you need coffee. Gives you t

cup

batteries every four-six months, on sign how Thedepending original Starbucks outside the first Starbucks store much you use your cup. It is microwave and in Seattle, Washington. dishwasher safe, although we know you wouldn’t need to put it in the microwave since it has a reheat feature in it. Simple say “reheat“ to the cup and it will give you a nice warm drink. This is perfect for those cold winter days. There is no limit to how many drinks you can make per day. So, go crazy.

line. Helps you relax and read that book without having to st

Vancouver, British Columbia, and Chicago, Illinois, You can even personalize your cup by using that same year. At the time of its initial public skins had and colors for it. Maintaining the offering on the stock marketdifferent in 1992, Starbucks grown to 165 outlets. is very easy. All you have to do is change the

es and under

Isn’t that simple?

her favorite drink in ha

with you at all times. You can simple add one of the you would like to

In 1984, the original owners of Starbucks, led by sachets andPeet’s say to the cup what Baldwin, took the opportunity to purchase (Baldwin still works there today). In 1987, soldmake it for you. drink and they it will the Starbucks chain to Schultz’s Il Giornale, which rebranded the Il Giornale outlets as Starbucks and quickly began to expand. Starbucks opened its first locations outside Seattle at Waterfront Station in

is. Gets people curious to know

get more out of life and go ahead and

distract the company from its primary focus. To our environment. things that you always that wanted to dois essential to our them, coffee was something to be prepared do in the • Recognize profitability home. Certain that there was much money to be future success. but didn’t have the time for. But make sure you have made selling drinks to on-the-go Americans, Schultz Koppie Sachets for your favorite drinks stored started the Il Giornale coffeethe bar chain in 1985.

you want, without embarrasing yourse

Bowker. The three were inspired by Alfred Peet, whom they knew personally, to open their first store • Provide a great work environment and treat Koppie is a technologically advanced in Pike Place Market to sell high-quality coffee each other with respect and dignity. beans and equipment. During their first yearproduct of that lets •you make your favorite Embrace diversity as an essential component operation, they purchased green coffee beans from Starbucks drinks atin your time and conve the way we do business. Peet’s, then began buying directly from growers. • Apply theand highest standards nience. It’s easy to carry simple to of excellence to Entrepreneur Howard Schultz joined the company the purchasing, roasting and fresh delivery of use. It saves you time and effort and you in 1983, and, after a trip to Milan, Italy, advised that our coffee. get the same• Develop delicious drinks at satisfied customers the company sell coffee and espresso drinks can as well enthusiastically as beans. The owners rejected this idea, believing all of the time. your desk within thirty seconds. Now, that getting into the beverage business would • Contribute positively to our communities and

es and under

rking on that last one.

her favorite drink in ha

e of crisis to resolve your issu

ant meeting just because there’s no Starbucks on the way. Makes su

ur drink “perfectly.“ Sitscompany up proudly on your desk, showing Starbucks is a passionate . Lets you experiment with mixing as many flavors as “ everytime someone asks you what Koppie that thrives on serving its cust press a date when you churn out his/ omers the best cup of coffee e of crisis toeveryresolve your issu rking on that last one. day. We envision all local outlets as a ‘third place,’ besides home and work, where people can spend time and relax. We also believe in giving our customers the best experience possible. This experience starts from the minute they step into the store until the minute they leave. We make sure that our customers are comfortable in the environment and get exactly what they want, as soon as possible. It is a pleasure to serve so many smiling faces everyday and we hope to continue serving the best coffee ever.

off how cool you are to everyone who passes

press a date when you churn out his/

is. Gets people curious to know

“ everytime someone asks you what Koppie

To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.

re you get your drink in exactly thirty seconds, so th

. Lets you experiment with mixing as many flavors as you want, without embarrasing yourse

STARBUCKS is the leading roaster and retailer of specialty coffee in the world and has become a truly global brand. The first store was opened in Pike Place Market in Seattle, Washington, in 1971 by three partners: English teacher Jerry Baldwin, history teacher Zev Siegel, and writer Gordon

ur drink “perfectly.“ Sits up proudly on your desk, showing

line. Helps you relax and read that book without having to st

ant meeting just because there’s no Starbucks on the way. Makes su off how cool you are to everyone who passes

BACKGROUND

WHAT WE ARE Gives you more time to do things that are more important than standing in

Gives you more time to do things that are more important than standing in

THE PRODUCT THE COMPANY

Help impress a date when you churn out his/her favorite drink in half a minute. Koppie has the ability to make your favorite Starbucks drinks right at

Koppie has the ability to make your favorite drinks right your desk. Simply take a sachet of yourStarbucks favorite drink, tear it open and add the contents to yourof Koppie. add some watertear and/or at your desk. Simply take a sachet your Also favorite drink, itmilk open and then say the words “Make it” for drinks that have espresso shots and add the contents to your Koppie. in them, “Brew it” for coffee and “Blend it” for blended iced drinks. Also add some water and/or milk andthirty seconds. Enjoy your Starbucks drink after then say the words “Make it” for drinks that have espresso shots in them, “Brew it” for coffee and “Blend it” for blended iced drinks. Enjoy your Starbucks drink after thirty seconds.


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ K O P P I E C A M P A I G N |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ G R A P H I C D E S I G N 2

SACHET PACKAGING


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ K O P P I E C A M P A I G N |

INSTRUCTOR ↔ T O M M C N U L T Y |

COURSE ↔ G R A P H I C D E S I G N 2

POSTER


visit koppiestarbucks.com


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ A R M A N I C H O C O L A T E S |

INSTRUCTOR ↔ C H R I S T I N E G E O R G E |

COURSE ↔ P A C K A G E D E S I G N 1 SUGAR-COATED


PROJECT NO ↔

SWEETNESS THAT'S NOT SUGARCOATED


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Take time to slow down and feel yourself melt with each bite. Savor the complex symphony of intense velvety chocolate as the rich flavors surround your senses. Enjoy as the chocolate pleasure lingers.

 MILK CHOCOLATE with a hint of lime

Nutrition Facts

Serving Size 4 sections (43g) Serving Per Container 2 Amount Per Serving Calories 220

Calories from Fat 120 % Daily Value*

Total Fat 13g

21%

Trans Fat 0g Cholesterol 10mg

3%

Sodium 30mg

1%

Total Carbohydrate 26g

9%

Dietary Fiber less than 1g

3%

Sugars 24g Protein 3g Vitamin A 2%

Vitamin C 2%

Calcium 8%

Iron 4%

*Percent Daily Values are based on a 2,000 calorie diet.

NET WT 3 oz. (85g)

Manufactured on the same equipment that also makes products containing peanuts and tree nuts.

41%

Saturated Fat 8g

Rich, slow-melting milk chocolate indulgenc e

Ingredients: Milk chocolate (sugar, whole milk powder, cocoa butter, unsweetened chocolate, soy lecithin - an emulsifier, vanilla).

Manufactured by Giorgio Armani www.armani.com


SIMPLY LUXURIOUS. CASE TITLE

Armani Chocolates Packaging

COURSE

Package Design 1

INSTRUCTOR

Christine George

CATEGORY

Packaging

TERM

Fall 2008

DELIVERABLES 3 types of chocolate bars x 2 flavors each Bite-size chocolates for each flavor Display/gift box CONCEPT The Armani brand is one brand that never sugar-coats anything because they don't need to. The goal here was to choose a company that doesn't have an existing line of chocolates and design the packaging for it based on the current image of the brand. I chose to extend Armani because I believe that Armani chocolates can easily compete with other high-end choclate brands out there. Consumers associate Armani with something very luxurious and upscale and that is exactly what I wanted to capture in my designs, without the sugarcoating, of course.


V ISUAL MOODBOARD


↔ SELECTED REFLECTIONS of A A I N A S H A R M A

DARK CHOCOLATE

NET WT 5g (.17)oz.

|

PROJECT ↔ A R M A N I C H O C O L A T E S |

INSTRUCTOR ↔ C H R I S T I N E G E O R G E |

COURSE ↔ P A C K A G E D E S I G N 1 PACKAGING


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Take time to slow down and feel yourself melt with each bite. Savor the complex symphony of intense velvety chocolate as the rich flavors surround your senses. Enjoy as the chocolate pleasure lingers.

 DARK CHOCOLATE Breast Cancer Awareness

Nutrition Facts

Serving Size 4 sections (43g) Serving Per Container 2 Amount Per Serving Calories 220

Calories from Fat 120 % Daily Value*

Total Fat 13g

21%

Trans Fat 0g Cholesterol 10mg

3%

Sodium 30mg

1%

Total Carbohydrate 26g

9%

Dietary Fiber less than 1g

3%

Sugars 24g Protein 3g Vitamin A 2%

Vitamin C 2%

Calcium 8%

Iron 4%

*Percent Daily Values are based on a 2,000 calorie diet.

NET WT 3 oz. (85g)

Manufactured on the same equipment that also makes products containing peanuts and tree nuts.

41%

Saturated Fat 8g

Rich, slow-melting dark chocolate indulgence

Ingredients: Milk chocolate (sugar, whole milk powder, cocoa butter, unsweetened chocolate, soy lecithin - an emulsifier, vanilla).

Manufactured by Giorgio Armani www.armani.com


PACKAGING COURSE ↔ P A C K A G E D E S I G N 1 |

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MILK CHOCOLATE with a hint of lime

21%

Calories 220

% Daily Value*

3%

Sodium 30mg

1%

Total Carbohydrate 26g

9%

21%

Rich, slow-melting milk chocolate indulgenc e Manufactured by Giorgio Armani www.armani.com

3%

O

3%

Sodium 30mg

1%

Total Carbohydrate 26g

9%

Vitamin C 2%

Calcium 8%

Iron 4%

Rich, slow-melting milk chocolate indulgenc e

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Vitamin C 2%

Calcium 8%

Iron 4%

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Take time to slow down and feel yourself melt with

each bite. Savor the complex symphony of intense

each bite. Savor the complex symphony of intense

velvety chocolate as the rich flavors surround your

velvety chocolate as the rich flavors surround your

senses. Enjoy as the chocolate pleasure lingers.

senses. Enjoy as the chocolate pleasure lingers.

Nutrition Facts

Serving Size 4 sections (43g) Serving Per Container 2

Calories from Fat 120 % Daily Value*

Total Fat 13g

21%

Ingredients: Milk chocolate (sugar, whole milk powder, cocoa butter, unsweetened chocolate, soy lecithin - an emulsifier, vanilla).

WHITE CHOCOLATE with a hint of raspberry

3%

Sodium 30mg

1%

Total Carbohydrate 26g

9%

Dietary Fiber less than 1g

3%

Serving Size 4 sections (43g) Serving Per Container 2

Calories 220

Calories from Fat 120 % Daily Value*

Total Fat 13g

41%

Saturated Fat 8g

21%

Manufactured by Giorgio Armani www.armani.com

3%

Sodium 30mg

1%

Dietary Fiber less than 1g

9% 3%

Sugars 24g Protein 3g

Protein 3g Vitamin A 2%

Vitamin C 2%

Calcium 8%

Iron 4%

Vitamin A 2%

Vitamin C 2%

Calcium 8%

Iron 4%

*Percent Daily Values are based on a 2,000 calorie diet.

*Percent Daily Values are based on a 2,000 calorie diet.

NET WT 3 oz. (85g)

Manufactured on the same equipment that also makes products containing peanuts and tree nuts.

Trans Fat 0g Cholesterol 10mg

Total Carbohydrate 26g

Sugars 24g

Ingredients: Milk chocolate (sugar, whole milk powder, cocoa butter, unsweetened chocolate, soy lecithin - an emulsifier, vanilla).

41%

Saturated Fat 8g

Rich, slow-melting white chocolate indulgenc e

Trans Fat 0g Cholesterol 10mg

Nutrition Facts Amount Per Serving

Manufactured on the same equipment that also makes products containing peanuts and tree nuts.

3%

Sodium 30mg

1%

Total Carbohydrate 26g

9% 3%

Vitamin A 2%

Vitamin C 2%

Calcium 8%

Iron 4%

*Percent Daily Values are based on a 2,000 calorie diet.

NET WT 3 oz. (85g)

Manufactured by Giorgio Armani www.armani.com

Manufactured on the same equipment that also makes products containing peanuts and tree nuts.

Trans Fat 0g Cholesterol 10mg

Sugars 24g

Vitamin A 2%

Ingredients: Milk chocolate (sugar, whole milk powder, cocoa butter, unsweetened chocolate, soy lecithin - an emulsifier, vanilla).

41%

Dietary Fiber less than 1g

*Percent Daily Values are based on a 2,000 calorie diet.

L

21%

Protein 3g

NET WT 3 oz. (85g)

Take time to slow down and feel yourself melt with

Calories from Fat 120 % Daily Value*

Manufactured by Giorgio Armani www.armani.com

3%

Dietary Fiber less than 1g

Nutrition Facts

Total Fat 13g

Sugars 24g

Vitamin A 2%

Calories 220

NET WT 3 oz. (85g)

C

Serving Size 4 sections (43g) Serving Per Container 2

Calories 220

Protein 3g

Amount Per Serving

Rich, slow-melting white chocolate indulgenc e

O

Saturated Fat 8g

Trans Fat 0g Cholesterol 10mg

 WHITE CHOCOLATE with a hint of lavender

H

Take time to slow down and feel yourself melt with

Amount Per Serving

41%

Saturated Fat 8g

Trans Fat 0g Cholesterol 10mg

MILK CHOCOLATE with a hint of orange

Manufactured on the same equipment that also makes products containing peanuts and tree nuts.

Calories from Fat 120

Total Fat 13g

41%

|

↔ SELECTED REFLECTIONS of A A I N A S H A R M A

S

S

 Ingredients: Milk chocolate (sugar, whole milk powder, cocoa butter, unsweetened chocolate, soy lecithin - an emulsifier, vanilla).

Nutrition Facts

Serving Size 4 sections (43g) Serving Per Container 2 Amount Per Serving

Manufactured on the same equipment that also makes products containing peanuts and tree nuts.

Calories from Fat 120

C

E

E

 Ingredients: Milk chocolate (sugar, whole milk powder, cocoa butter, unsweetened chocolate, soy lecithin - an emulsifier, vanilla).

Nutrition Facts

Serving Size 4 sections (43g) Serving Per Container 2

*Percent Daily Values are based on a 2,000 calorie diet.

T

T

senses. Enjoy as the chocolate pleasure lingers.

NET WT 3 oz. (85g)

A

A

velvety chocolate as the rich flavors surround your

Sugars 24g

L

L

senses. Enjoy as the chocolate pleasure lingers.

Protein 3g

O

O

velvety chocolate as the rich flavors surround your

Dietary Fiber less than 1g

C

C

senses. Enjoy as the chocolate pleasure lingers.

% Daily Value*

O

O

velvety chocolate as the rich flavors surround your

Saturated Fat 8g

H

H

each bite. Savor the complex symphony of intense

Total Fat 13g

C

C

each bite. Savor the complex symphony of intense

Amount Per Serving

Rich, slow-melting dark chocolate indulgenc e

O

Take time to slow down and feel yourself melt with

each bite. Savor the complex symphony of intense

Calories 220

PROJECT ↔ A R M A N I C H O C O L A T E S

E

Take time to slow down and feel yourself melt with

 DARK CHOCOLATE with a hint of cinnamon

|

INSTRUCTOR ↔ C H R I S T I N E G E O R G E

C

C

Manufactured by Giorgio Armani www.armani.com


C

H

O

C

O

L

A

T

E

S

M I L K CHOCOLATE w ith a hint of lime

Rich, slow-melting milk chocolate indulgenc e


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ S L A N G L I S H T Y P E F A C E P R O M O T I O N |

INSTRUCTOR ↔ A R I E L G R E Y |

COURSE ↔ T Y P O G R A P H Y 3 CLæNNIS


PROJECT NO ↔

SPEAKING OF LOSING CLÆNNIS


01

02

03

04

05

06

07

08

09

10

11


WHAT'S THAT, YOU ASK? CASE TITLE

Slanglish Typeface Promotion

COURSE

Typography 3

INSTRUCTOR

Ariel Grey

CATEGORY

Print

TERM

Spring 2009

DELIVERABLES

Book

Poster

CD + CD cover

CONCEPT

ClĂŚnnis is an old English word, which means purity. For this project, we were responsible for designing a book which would not only convey an idea but would also promote a typeface. I picked a typeface called 'Syntax' and after doing mind maps, came to a conclusion that I wanted to promote 'Syntax' by comparing old English and Slang. The book, through experiemental typography, explores words from many centuries ago and how they relate to slang that we speak today. The book has a tone that slightly mocks Slang and asks the question, "Do we really don't have enough time to speak English the way it was meant to be spoken or do we speak slang simply because it's 'cool' to do so?"


V ISUAL MOODBOARD


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ S L A N G L I S H T Y P E F A C E P R O M O T I O N |

INSTRUCTOR ↔ A R I E L G R E Y |

COURSE ↔ T Y P O G R A P H Y 3 BOOK


BOOK: SPREADS COURSE ↔ T Y P O G R A P H Y 3

A study of the typeface Syntax by means of word association Hans Eduard Meier

INSTRUCTOR ↔ A R I E L G R E Y

|

Released through Adobe Fonts

In•tro • duc• tion

|

I dedicate this book to firm believers of English

© 2009 Aspen Publisher’s, Inc. All right reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical including photocopy, recording or any information storage and retrieval system without permission in writing from the publisher.

PROJECT ↔ S L A N G L I S H T Y P E F A C E P R O M O T I O N

Requests for permission to make copies of any part of this publication should be mailed to:

English: a language that is spreading throughout the world so fast that it can soon be given the title of a global language. English has been spoken for years and the numbers of English speakers have been rising significantly. The main reason is because English is undoubtedly one of the easiest languages to learn. Historically, English is a West Germanic language that originated in Anglo-Saxon England and has lingua franca status in many parts of the world as a result of the military, economic, scientific, political and cultural influence of the British Empire in the 18th, 19th and early 20th centuries and that of the United States from the late 19th century onwards. It is alsp used extensively as a second language and as an official language in Commonwealth countries and is the preferred language of many international organizations. We have been speaking English for many years and when a language is so widely and commonly spoken, its transfomation into something different is inevitable. Although, words, phrases, spelling and pronounciation is bound to change for any

611 Broadway St. New York, NY Printed in the United States of America 1234567890 ISBN 0-7355-5287-8 Library of Congress Cataloging-in-Publication Data

language from one generation to the next, the transformation is usually not as drastic as it is in the case of English. English words have been twisted and tampered with to an extent that it sounds like a completely different language if you hear it from the mouth of a fifteen year old. There are reasons to why people choose to shorten words or change them completely (and that reason is convenience to mankind) but when that starts happening to all or almost all the words, that’s when the language becomes unrecognizable to the extent that we might as well give is a new name and call it a new language. Are we really that busy that we can not even find time to communicate using proper English? Is is necessary to shorten certain phrases to a few alphabets and expect everyone to understand them? Would life be too boring if we didn’t create our own words and everyone talked in proper English? Is using slang making our lives easiler and fun? It is upto you to answer these questions and see which side you are on.

05

03 SLANGLISH

lV

MIND MAP

D

SLANGLISH

lV

WHAT IS SYNTAX?

D

How did it all start? Is there a need for slang? Do we need to use it? Do we

dialect

have to replace words with

accent

grammar

syntax

diction lingual

dialect

sentences

diction

‘subject-verb-object’ (e.g. Jane strangled the cat), poets often distort this syntax through inversion, while prose writers can exploit elaborate syntactic structures such as the periodic sentence. or proper origin?

phonetics

alphabet

The way in which words and clauses are ordered and connected so as to form sentences; or the set of grammatical rules governing such word-order. Syntax is a major determinant of literary style: while simple English sentences usually have the structure

others that don’t even have a history

How difficult is it to say hello intead of yo and what is wazzup anyway?

syn•tax

Syntax [/'sIn t{ks/] –noun; Linguistics, the study of the rules for the formation of grammatical sente nces in a language.

/2 sIn t{ks/

the study of the rules for the formation of grammatical sentences in a language.

language

linguistics

|

words

Vernacular The standard native language of a country or locality. The everyday language

accent

↔ SELECTED REFLECTIONS of A A I N A S H A R M A

spoken by a people as distinguished from the literary language. See synonyms at dialect. A variety of such everyday language specific to a social group or region.

alphabet

local

grammar

'WEO} 4 3 Y U S O7 8 8 : 2898OIYCM000-==0866=4JHSAWQ343788-0h\; =4 e8 2 8 9 8 0 0 0 434PLOJDIS3788-0h\;' 898000-=SDW=0866=43DJSYW WEO}=43 > < M Z e8 2 -==0866=

=4343788-0h\;'WEO}=43HDIS437 O 4 3 4 3 7 8 8 : > < M Z e8 2 8 9 8 0 0 0 - = = 0 8 6 6

88:><MZ 'WEO} 4 3 Y U S O7 8 8 : =4

'WEO} 4 3 Y U S O7 8 8 : =4

R43788-0h\;'WEO}=HUI

2898OIYCM000-==0866=4JHSAWQ343788-0h\; 434PLOJDIS3788-0h\;' e8 2 8 9 8 0 0 0 WEO}=43 -==0866=

=4343788-0h\;'WEO}=43HDIS437 898000-=SDW=0866=43DJSYW

O 4 3 4 3 7 8 8 : > < M Z e8 2 8 9 8 0 0 0 - = = 0 8 6 6

88:><MZ

2898OIYCM000-==0866=4JHSAWQ343788-0h\; ee88 2 8 9 8 0 0 0 434PLOJDIS3788-0h\;' WEO}=43 -==0866=

=4343788-0h\;'WEO}=43HDIS437 898000-=SDW=0866=43DJSYW

O 4 3 4 3 7 8 8 : > < M Z e8 2 8 9 8 0 0 0 - = = 0 8 6 6

> < M Z e8 2

> < M Z e8 2

R43788-0h\;'WEO}=HUI

R43788-0h\;'WEO}=HUI

07 SLANGLISH

lV

GERMANIC ROOTS

D

GERMANIC ROOTS The most important force in shaping Old English was its Germanic heritage in its vocabulary, sentence structure and grammar, which it shared with its sister languages in continental Europe. Some of these features are shared with the other West Germanic languages with which Old English is grouped, while some other features are traceable to the reconstructed Proto-Ger manic language from which all Ger manic languages are believed to have derived. Like other Germanic languages of the period, Old English 1.2 GERMANIC

was fully inflected with five gram matical cases (nominative, accusative, genitive, dative, and instrumental, though the instrumental was very rare), which had dual plural forms for referring to groups of two objects (but only in the personal pronouns) in addition to the usual singular and plural forms. It also assigned gender to all nouns, including those that describe inanimate objects: for example, so sunne (the Sun) was feminine, while se mna (the Moon) was masculine (cf. modern German die Sonne and der Mond). A large percentage of the educated and literate popula-

How did it all [a]stonied start? Is there a need for slang? Do we need to avoid

the ways the influence of Latin can be seen is that many Latin words for activities came to also be used to refer to the

or proper How difficult is it to say hello

wazzup anyway?

How did it all brand for slang? Do we need to use it? Do we brast ha ve to replace words with others that don’t even have a history britten

start? Is there a need

“silent” letters in many Modern English words. For example, the c in cniht, the Old English ancestor of the modern knight, was pronounced. Another side-effect of

How difficult is it and

spelling words phonetically was that spelling was extremely variable – the spelling of a word would reflect differences in the phonetics of the writer’s regional dialect, and also idiosyncratic spelling choices which varied from author to author,

or proper origin? to say hello intead of yo what is wazzup anyway?

have undergone. There were at least three notable periods of Latin influence. The first occurred before the ancestral

many place names, these consist mainly of items of basic vocabulary, and words concerned with particular administra-

Saxons left continental Europe for Britain. The second began when the Anglo-Saxons were converted to Christianity and Latin-speaking priests became widespread. The third and

tive aspects of the Danelaw (that is, the area of land under Viking control, which included extensive holdings all along

perceive as distinctive Celtic traits, are clearly discernible from the post-Old English period in the area of syntax.

government to reduce the difficulty of administering the more remote areas of the kingdom. As a result, paperwork was written in the West Saxon dialect. Not only this, but

carp

Alfred was passionate about the spread of the vernacular and brought many scribes to his region from Mercia in order

cheer How start? Is there a need Do we have to others that

to say

the eastern coast of England and Scotland). The Vikings spoke Old Norse, a language related to Old

did it all clenly for slang? need to courage

wazzup

that previously unwritten texts be recorded. The Church was affected likewise, especially since Alfred initiated an ambitious programme to translate religious materials into English. In order to retain his patronage and

use it? Do we replace defend

words with depart don’t even have a history dint or proper origin? How d ifficult is it dress hello intead of yo and what is eek, eke anyway? eft

Most of these Oïl language words were themselves derived from Old French and ultimately from classical Latin, although a notable stock of Norse words were introduced or

during times of political unrest, to result in a mixed language. and one theory holds that exactly such a mixture of

enprise [emprise]

re-introduced in Norman form. The Norman Conquest approximately marks the end of Old English and the advent of Middle English.

Old Norse and Old English helped accelerate the decline of case endings in Old English. Apparent confirmation of this is the fact that simplification of the case endings.

enow

erst espy fain fewter

However, the bulk of the surviving documents from the Anglo-Saxon period are written in the dialect of Wessex, Alfred’s kingdom. It seems likely that with consolidation of power, it became necessary to standardise the language of

burgh

English in that both derived from the same ancestral ProtoGermanic language. It is very common for the intermixing of speakers of different dialects, such as those that occur

number of Norman words entered the language.

loanwords taken into the language. The number of Celtic loanwords is of a lower order than either Latin or Scandinavian. However, a minority view, that what they

[6]

busk

and even from work to work by the same author. Thus, for example, the word and could be spelt either.

Traditionally, many maintain that the influence of Celtic on English has been small, citing the small number of Celtic

blonk brachet

alphabet, which was also a significant factor in the developmental pressures brought to bear on the language. Old English words were spelt as they were pronounced; the

The second major source of loanwords to Old English was the Scandinavian words introduced during the Viking invasions of the 9th and 10th centuries. In addition to a great

the English language has been profound: responsible for such basic vocabulary items as sky, leg, the pronoun they, the verb for m are, and hundreds of other words.

others that don’t even have beseen a history origin? big intead of yo and what is

language was further altered by the transition away from the runic alphabet (also known as futhorc or fuþorc) to the Latin

of Europe at the time. It is sometimes possible to give approximate dates for the entry of individual Latin words into Old English based on which patterns of linguistic change they

[5] Truth of this theory, the influence of Old Norse on

use it? Do we words with bachelor

have to replace

people engaged in those activities, an idiom carried over from Anglo-Saxon but using Latin words. This can be seen in words like militia, assembly, movement, and service. The

tion of their time (monks, clerics, etc.) were competent in Latin, which was the scholarly and diplomatic lingua franca

largest single transfer of Latin-based words happened after the Norman Conquest of 1066, after which an enormous

2.2 FRENCH

The third and largest single transfer of Latinbased words happened after the Norman Conquest. One of

ensure the widest circulation of the translated materials, the monks and priests engaged in the programme worked in his dialect. Alfred himself seems to have translated books out of Latin and into English, notably Pope Gregory I’s treatise on administration, “Pastoral Care”. [7]

Because of the centralisation of power and the Viking invasions, there is little or no written evidence for the development of non-Wessex dialects after Alfred’s unification. Modern-day Received Pronunciation is not a direct descendant of the best-attested dialect, Late West Saxon. It is rather a descendant of a Mercian dialect — either East Mercian or South-East Mercian. Thus, Late West Saxon had little influence on the development of Modern English (by which is meant RP or some similar dialect, e.g. General

}OEW' 4=

}OEW' ;\h0-887343QWASHJ4=6680==-000MCYIO8982

734SIDH34=}OEW';\h0-8873434= 8e Z M < > : 8 8

4=

: 8 8 7O S U Y 3 4 6 6 8 0 = = - 0 0 0 8 9 8 2 8e Z M < > : 8 8 7 3 4 3 4 O

WYSJD34=6680=WDS=-000898

';\h0-8873SIDJOLP434 2 8e Z M < >

0 0 0 8 9 8 2 8e

;\h0-887343QWASHJ4=6680==-000MCYIO8982

734SIDH34=}OEW';\h0-8873434= 8e Z M < > : 8 8

: 8 8 7O S U Y 3 4 6 6 8 0 = = - 0 0 0 8 9 8 2 8e Z M < > : 8 8 7 3 4 3 4 O

WYSJD34=6680=WDS=-000898

34=}OEW

IUH=}OEW';\h0-88734R

';\h0-8873SIDJOLP434 2 8e Z M < >

=6680==-

0 0 0 8 9 8 2 8e

34=}OEW =6680==-

IUH=}OEW';\h0-88734R

88:><MZ


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11 SLANGLISH

lV

GERMANIC ROOTS

D

USING COMPLETE WORDS AND PHRASES MAKES IT VERY DIFFICULT FOR YOUNG PEOPLE TO BE COOL

SLANGLISH

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lV

SLANG

D

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1@2#3%5$467890)(0)-_=+\|]}[{pPoOiIuUyYtTrReEwWqQaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMnNbBVvcCxXzZ 1@2#3%5$467890)(0)-_=+\|]}[{pPoOiIuUyYtTrReEwWqQaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMnNbBVvcCxXzZTrReEw mMnNbBVvcCxXzZ 1@2#3%5$467890)(0)-_=+\|]}[{pPoOiIuUyYtTrReEwWqQaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMnNbB,<mMnNbBVvcCxXzZ

[bI'fOr] before

have to replace words with

replce words

others that don’t even have

['æ'ft ['æ'ft @r]r] after origin

or proper origin?

able interchanges and word borrowings (s ky,give,law,egg,outlaw,leg,ugly,talk). Also

one was Nurthumbria. It was this period that the best of the Old English literature

borrowed pronouns like they,their,them. It is supposed also that the Norseman

was written, including the epic poem Beowulf. In the 8th century Nurthumbrian power declined, West Saxons became the

influenced the sound structure and the grammar of English. Old English had some sound LKPZ which we don’t know have now. In grammar , Old English was much

the Old English words are native English which weren’t borrowed from other languages. On the other hand Old English

English and English people could understand Norseman. There were consider-

contains borrowed words coming from Norse and Latin.

stressed syllables. For example, the word name had in Middle English a vowel something like that in the moder n word

@#YRX

Afterglow first attested 1873; aftershock is from 1894;

ought to have survived is after-wit “wisdom that comes too late” (1579). Between 1400-1600 English underwent a couple of sound changes. One change was the elimination of a vowel sound in certain unstressed positions at the end of the words. The change was important because it effected thousands of words and gave a dif-

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sonder; “Come down,” quod the king, “and carp to thy feres! Thou art too high by the half, I hete thee in trewth!

had done greatest harm, And cut him in two clean through the knees. “Come down!” said the King, “And account for it

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Thou art too high for the art. Thou shall be handsomer in hie, with the

@HT

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help of my Lord!” With that steelen brand he stroke off his hed. Sterenly in that stour he strikes another. Thus he set-

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tes on seven with his seker knightes; Whiles sixty were served so ne sesed they

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He clekes out Caliburn, full clenlich burnisht, Graithes him to Golopas, that greved

keen knights and with cruel countenance, cried aloud, “I believe no Briton would be daunted by so little. As these bare-

him most, Cuttes him even by the knees clenly in sonder; “Come down,” quod

legged boys who brave this battlefield!” He brandished Excalibur the brightly

the king, “and carp to thy feres! Thou art too high by the half, I hete thee in trewth!

burnished, Got close to Golopas, who had done greatest harm, And cut him in two clean through the knees. “Come

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Thou shall be handsomer in hie, with the help of my Lord!” With that steelen

down!” said the King, “And account for it to your fellows!” He clekes out Caliburn,

(0)-_=+\|]}[{pPoOiIuUyYtTrReEwWqQaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMnNbBeEwWqQaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMeEwWqQaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMeEwWqaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMeEwWqQaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMeEwWqQaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMeEwWqQaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMeE

brand he stroke off his hed. Sterenly in that stour he strikes another. Thus he settes on seven with his seker knightes;

full clenlich burnisht, Graithes him to Golopas, that greved him most, Cuttes him even by the knees clenly in sonder.

Whiles sixty were served so ne sesed they

Thou art too high by the half..

LKPZ

0 0 0 8 9 8 2 8e

origin

SLANGLISH

Ya’ll wanna do this my way or yours? Do we

wht is p?

have to replace words with

replce words

lV

OLD AND NEW

D

WORD [wurd] –noun;

wht is p? replce words dont hve history

others that doan’t even have

98000-=SDW=0866=43DJ

a history

SDW=086

SDW=086

origin

or proper origin?

Oll Korrect, Oll Korrekt, Opportunity Knocks, Orange Kitten, Organizational Knowledge, Organized Knowledge,

the punishment of criminals by deporting

Original Kaos, Ornary Kitten, Orrin Kendall, Orville Knoxville, Other Kitty

By such innovations are languages enriched, when the words are adopted by the multitude, and naturalized by custom.

It became known as simply the way people move around and things that go from one place to another. The negative notion attached to the word was taken away when people started using it in Moder n English. It is also used to represent the various means by which people go around, for example, cars, bikes, trains are all transportation.

Transportation [trans·por·ta·tion]

Olympia Kiwanis, Operation Klar, Opportunity Knocking,

them to an overseas penal colony

O.K. [oU ‘ keI] –noun;

from the Greek word Ola Kala meaning all correct or all well. British proctors and instructors would use the contraction O.K. instead of writing ola kala when grading papers.

: 8 8 7O S U Y 3 4 6 6 8 0 = = - 0 0 0 8 9 8 2 8e Z M < > : 8 8 7 3 4 3 4 O

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0 0 0 8 9 8 2 8e

=6680==-

wazzup anyway?

have to replace words with

origin? intead of yo and what is

Ya’ll wanna do this my way or yours? Do we

Octopus Kicking, Off to Kinderhook, Oh Koala, Ohio and Kentucky, Okay Kitty, Oklahoma, Old Kent Financial Corporation,

';\h0-8873SIDJOLP434

34=}OEW

21

D

Old Kentucky, Old Keokuk, Older Kids,

to say hello intead of yo what is wazzup anyway?

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2 8e Z M < >

did it all for slang?

lV

O.K.

need to use it? Do we replace

13 SLANGLISH

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: 8 8 7O S U Y 3 4

How

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How did it all for slang? Do we need to use it? Do we

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others that

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anyway?

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: 8 8 7O S U Y 3 4 6 6 8 0 = = - 0 0 0 8 9 8 2 8e Z M < > : 8 8 7 3 4 3 4 O

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How difficult is it and

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words with don’t even have a history or proper origin?

words with

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Do we have to replace

How d ifficult is it to say hello intead of yo and what is

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start? Is there a need

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wazzup

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8 8 : > < M Z e8

O 4 3 4 3 7 8 8 : > < M Z e8 2 8 9 8 0 0 0 - = = 0 8 6 6

start? Is

others that

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we need to use it? Do we words with

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How difficult is i a

tle knightes. Until the Conqueror came with his

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and what is wazzup anyway?

4 3 Y U S O7 8 8 :

other

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have to replace

intead of yo

start? Is there a need

never; And thus at this joining the giauntes are destroyed, And at that journee for-jousted with gen

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ferent aspect to the whole language.

h

be bashed for so little, And for barelegged boyes that on the bente hoves!”

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1475. After this books became cheaper and cheaper, more people learned to read and write and advanced in communication.

start? I

or proper How difficult is it to say hello

Golopas, that greved him most, Cuttes him even by the knees clenly in sonder.

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was the invention of printing. It was introduced to England by William Caxton in

origin? How difficult is it to say hello intead of yo and what is wazzup anyway?

to your fellows!” He clekes out Caliburn, full clenlich burnisht, Graithes him to

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father, etc. The shift effected all the words in which these vowels BWQ0V sounds occurred. These two changes produced the basic differences

others that don’t even have a history or proper

Til the conquerour come with his keen knightes. With cruel countenaunce he cried full loud: “I wend no Bretons wolde

never; And thus at this joining the

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He brandished Excalibur the brightly burnished, Got close to Golopas, who

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origin?

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greved him most, Cuttes him even by the knees clenly in

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How did it all start? Is there a need for slang? Do

e8 2 8 9 8 0 0 0

cried aloud, “I believe no Briton would be daunted by so little. As these barelegged boys who brave this battlefield!”

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between Middle English and Moder n English. But there are several other developments that effected the language. One

others that don’t even have a history or proper How difficult is it to say hello

Until the Conqueror came with his keen knights and with cruel countenance,

legged boyes that on the bente hoves!” He clekes out Caliburn, full clenlich burnisht, Graithes him to Golopas, that

or proper How difficult is it to say hello

tives. In vocabulary Old English is quiet different from Middle English. Most of

a w a y, farther off.” After hours “after regular work ing hour s” is from 1861.

giauntes are destroyed, And at that journee for-jousted with gentle knightes.

cried full loud: “I wend no Bretons wolde be bashed for so little, And for bare-

start? Is there a need

nouns, more person and number endings of words and a more complicated pronoun systems, various endings for adjec-

@HT

“more

Til the conquerour come with his keen knightes. With cruel countenaunce he

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wazzup

After many years of hit-andrun raids between the

east coast of the island was Norseman’s. Norse language effected the English considerably. Norse wasn’t so different from

The other change is what is called the Great Vowel Shift. This was a systematic shifting of half a dozen vowels and diphthongs in

after-life first recorded 1593; afterthought is from 1661. A combination that

more highly inflected that Middle English because there were case endings for

European kingdoms, the Norseman landed in the year of 866 and later the

O.E. æfter “after, next, following in time,”

from O.E. of “off ” (see apo-) + -ter a comparative suffix; thus originally meaning

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QaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMeEwWqQaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMeEwWqQaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMeEwWqQaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMeEwWqQaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mM1@2#3%5$467890)(0)-_=+\|]}[{pPoOiIuUyYtTrReEwWqQaAsSdDfFgGhHjJhHjJkKlL;:'"?/.>,<mMnNbBVvcCxXzZ 1@2#3%5$467890)(0)-_=+\|]}[{pPo

B eh i n d i n p l a c e o r o rd er

When England was established there were several kingdoms and the most advanced

founded and established schools, translated or caused to be translated many books from Latin in to English.

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dont hve history

a history

Earlier in time

leading power. The most famous king of the West Saxons was Alfred the Great. He

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wht is p?

Ya’ll wanna do this my way or yours? Do we

Transportation [trans·por·ta·tion] the movement of people and goods from one location to another This word started out to mean a negative word signifying punishment for criminals when it was used when English was just invented and words were starting to for m. Today, we don’t get a negative connotation from this word at all.

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15 SLANGLISH

lV

OLD ENGLISH WORDS

along or together with

and anon

to examine or analyze filled with consternation

assay [a]stonied

to keep away from

avoid bachelor

decked or adorned

beseen big blonk

a type of hound that hunts by scent a mark made by burning or otherwise to burst

brachet

an incorporated town having its own charter and some degree of political independence from the surrounding area

right away, soon try

horse female hound

bilbo barrage

town, fortress go, hasten, prepare speak

clenly

handsomely, completely

refuse

depart

divide

dress

eft enow

before the present time; for merly to see at a distance gladly; willingly

erst espy fain fewter foin

strong. If preceded by a determiner, the weak ending was added to the adjective. If no determiner preceded the adjective, then the strong endings were used. They also agreed in

actualization

desire, heart

defend

a vowel change. Old English also had many more strong verbs than modern English. Adjectives could be weak or

expedite descant

appearance; can mean entertainment

enprise [emprise]

The infinitive of verbs ended in -an. In the present tense, all verbs had markers for number and person. The weak past tense added -de, while the strong past tense usually involved

metropolis

cheer

eek, eke a newt in its immature terrestrial stage

declensions for nouns.

beat down

carp

an outer gar ment for women and girls, consisting of bodice and skirt in one piece

could be of three genders: masculine, feminine or neuter; but these were assigned arbitrarily. Numbers could be either singular or plural, and there were four cases: nominative, accusative, dative, and genitive. In all, there were seven groups of

bronco

burst

dint

Latin influence. After converting to Christianity, Latin had more influence, as evidenced in words pertaining to the church. Celtic did not have a large impact on English, as only a few place names are of Celtic origin, but Danish (Old Scandinavian) did contribute many vocabulary words. Nouns

sword

courage

invaded England, so the languages they spoke did have some

concession

scrutiny

great, strong

busk

force; power

before long

The Germanic tribes were exposed to Latin before they

looking

to find fault or complain querulously or unreasonably

to ward off attack from

D

endeavor

leave, send away; sometimes dismount young knight

to entertain by dancing, singing, or reciting on the street or in a public place

the quality of mind or spirit that enables a person to face difficulty, danger, pain

lV

CHARACTERISTICS OF ENGLISH

CHARACTERISTICS OF ENGLISH: OLD AND NEW

stunned

brast

burgh

25 SLANGLISH

assuming that

brand

britten

D

can sometimes mean if

concupiscence

gender, case and number with the nouns they described. The comparative was formed by adding -ra to the adjective, while

abscind

the superlative had many endings: -ost, -ist, -est, and -m. Eventually the -ost and -m endings combined to form the word “most” which is still used before adjectives in the super-

squall

lative today.

also

as well as

again

one more time

Adverbs were formed by adding -e to the adjective, or -lic, the latter which still remains in modern English as -like. The syntax of Old English was much more flexible than modern English becase of the declensions of the nouns. The

blow set in position

case endings told the function of the word in the sentence, so

enough

word order was not very important. But as the stress began to move to the first syllable of words, the endings were not pronounced as clearly and began to diminish from the language. So in modern English, word order is very important because

try before

antecedently

see

be apprised of

glad; gladly

we no longer have declensions to show case distinctions.

exhilarated

Instead we use prepositions. The general word order was subject - verb - object, but it did vary in a few instances:

to fix a spear or lance in its rest thrust

• When an object is a pronoun, it often precedes the verb.

[5] declared English as the official spoken language of the

English (colour became color, theatre became theater, etc.)

courts. By 1385 CE, English was the language of instruc-

In 1828, he published his famous American Dictionary of

tion in schools. 1350 to 1400 CE is known as the Period of Great Individual Writers (most famously, Chaucer), but their works included an apology for writing in English.

the English Language. Dialects in the United States resulted from different waves of immigration of English speakers, contact with other languages, and the slave trade, which had a profound impact on African American English. A dia-

• When a sentence begins with an adverb, the subject often follows the verb. • The verb often comes at the end of a subordinate clause. Pronunciation was characterized by a predictable stress pattern on the first syllable. The length of the vowels

Although the popularity of French was decreasing, several words (around 10,000) were borrowed into English

was phonemic as there were 7 long and 7 short vowels. There were also two front rounded vowels that are no longer used in modern English, [i:] and [:]. The i-mutation occurred if

between 1250 and 1500 CE (though most of these words were Parisian rather than Norman French). Many of the words were related to government (sovereign, empire), law

A proposal for an Academy of the English Language was first brought forth by Jonathan Swift in 1712, but the

there was a front vowel in the ending, then the root vowel became fronted. For example, fot becomes fot+i = fet (This

(judge, jury, justice, attorney, felony, larceny), social life [6] (fashion, embroidery, cuisine, appetite) and learning (poet,

Parliament voted against it. Nevertheless, several grammarians wrote dictionaries and grammar books in a prescriptive

logic, physician). Furthermore, the legal system retained parts of French word order (the adjective following the noun) in such terms as fee simple, attorney general.

manner - telling people what to do or not to do with the language. Samuel Johnson’s A Dictionary of the English Language was published in 1755 and Robert Lowth’s Introduction to English Grammar appeared in 1762. Early grammarians felt that language should be logical, therefore,

helps to explain why feet is the plural of foot.) The period of Middle English begins with the Norman invasion of 1066 CE. King Edward the Confessor had died without heirs, and William, Duke of Normandy, believed

William Caxton introduced the printing press to

that he would become the next king. However, upon learning that Harold was crowned king, William invaded England, killed Harold and crowned himself king during the famous Battle of Hastings. Yet William spoke only French. As a

England in 1476 and the East Midland dialect became the literary standard of English. Ten thousand words were added to English as writers created new words by using Greek and Latin affixes. Some words, such as devulgate,

result, the upper class in England began to speak French

attemptate and dispraise, are no longer used in English, but

while the lower classes spoke English.

several words were also borrowed from other languages as well as from Chaucer’s works. In 1582, Richard Mulcaster proposed in his treatise “Elementaire” a compromise on spelling and by 1623, Henry Cockrum published his English

But by 1250 CE, French began to lose its prestige. King John had lost Normandy to the French in 1204 CE, and after him, King Edward I spoke only English. At this time, many foreigners entered England which made the nobility feel

folde

earth, ground man

loam

in the Linguistics Atlas of the U.S. and Canada.

the double negative was considered incorrect (two negatives equal one positive) and should not be used. They also didn’t like shortened or redundant words, borrowing words from other languages (except Latin and Greek), split infinitives, or prepositions at the end of the sentence.

dictionary. The printing press helped to standardize the spelling of English in its modern stages.

more “English” and so encouraged more use of the English language. The upper class tried to learn English, but they did still use French words sometimes, which was considered somewhat snobbish. French still maintained its prestige elsewhere, and the upper class did not want to lose it completely.

Immigrants from Southeastern England began [7] arriving on the North American continent in the early 1600’s. By the mid-1800’s, 3.5 million immigrants left the British Isles for the United States. The American English

Nevertheless, the Hundred Year’s War (1337-1453 CE) intensified hatred of all things French. The Black Death also played a role in increasing English use with the emergence of

language is characterized by archaisms (words that changed meaning in Britain, but remained in the colonies) and innovations in vocabulary (borrowing from the French and

the middle class. Several of the workers had been killed by the plague, which increased the status of the peasants, who

Spanish who were also settling in North America). Noah Webster was the most vocal about the need for an American

only spoke English. By 1362 CE, the Statute of Pleading (although written in French) declared English as the official

national identity with regards to the American English language. He wrote an American spelling book, The Blueback Speller, in 1788 and changed several spellings from British

purport

freke

lectal study was done in 1920 and the findings are published

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gentleman

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29

17 SLANGLISH

lV

ENGLISH LITERATURE

D

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SLANGLISH

lV

SLANG

D

How did it all start? Is there a need for slang? Do we need to use it? Do we have to replace words with

ENGLISH LITERATURE

others that don’t even have a history origin?

or proper How difficult is it to say hello

The term English literature refers to literature written in the English language, including literature composed in English by writers not necessarily from England; Joseph Conrad was Polish, Robert Burns was Scottish, James Joyce

[5] Later years (marked by the early reign of James I) that he wrote what have been considered his greatest plays: Hamlet,

time. It is also at this time that the city comedy genre develops. In the later 16th century English poetry was character-

Romeo and Juliet, Othello, King Lear, Macbeth, Antony

ised by elaboration of language and extensive allusion to

and Cleopatra, and The Tempest, a tragicomedy that inscribes within the main drama a brilliant pageant to the new king. Shakespeare also popularized the English sonnet which made significant changes to Petrarch’s model.

classical myths. The most important poets of this era include Edmund Spenser and Sir Philip Sidney. Elizabeth herself, a product of Renaissance humanism, produced occasional poems such as on Monsieur’s Departure.

The sonnet was introduced into English by Thomas

After Shakespeare’s death, the poet and dramatist Ben

Wyatt in the early 16th century. Poems intended to be set to music as songs, such as by Thomas Campion, became popular as printed literature was disseminated more widely in

Jonson was the leading literary figure of the Jacobean era (The reign of James I). However, Jonson’s aesthetics hark back to the Middle Ages rather than to the Tudor Era: his

[6] households. See English Madrigal School. Other important figures in Elizabethan theatre include Christopher Marlowe,

characters embody the theory of humours. According to this contemporary medical theory, behavioral differences

Thomas Dekker, John Fletcher and Francis Beaumont. Had Marlowe (1564-1593) not been stabbed at twenty-nine in a tavern brawl, says Anthony Burgess, he might have rivalled,

result from a prevalence of one of the body’s four “humours” (blood, phlegm, black bile, and yellow bile) over the other three; these humours correspond with the four elements of

if not equalled Shakespeare himself for his poetic gifts. Remarkably, he was bor n only a few weeks before

the universe: air, water, fire, and earth. This leads Jonson to exemplify such differences to the point of creating types.

Shakespeare and must have known him well. Marlowe’s subject matter, though, is different: it focuses more on the moral drama of the renaissance man than any other thing.

Jonson is a master of style, and a brilliant satirist. His Volpone shows how a group of scammers are fooled by a

was Irish, Dylan Thomas was Welsh, Edgar Allan Poe was American, V.S. Naipaul was born in Trinidad, Vladimir Nabokov was Russian. In other words, English literature is as diverse as the varieties and dialects of English spoken around the world. In academia, the term often labels departments

Ya’ll wanna do this my way or yours? Do we have to replace words with others that doan’t even have a history

and programmes practising English studies in secondary and tertiary educational systems. Despite the variety of authors

or proper origin? Ya’ll wanna do this my way or yours?

of English literature, the works of William Shakespeare remain paramount throughout the English-speaking world.

Do we have to replace words with others that doan’t even have

The first works in English, written in Old English, appeared in the early Middle Ages (the oldest surviving text

a history or proper origin? Ya’ll wanna do this my way or

is Cædmon’s Hymn). The oral tradition was very strong in early British culture and most literary works were written to be performed. Epic poems were thus very popular and many,

yours? Do we have to replace words with others that doan’t even have

including Beowulf, have survived to the present day in the rich corpus of Anglo-Saxon literature that closely resemble

a history or proper origin? Ya’ll wanna do this my way or yours?

today’s Norwegian or, better yet, Icelandic. Much AngloSaxon verse in the extant manuscripts is probably a “milder” adaptation of the earlier Viking and German war poems

Do we have to replace

Marlowe was fascinated and terrified by the new frontiers opened by modern science. Drawing on German lore, he

words with others that doan’t even have a history

from the continent. When such poetry was brought to England it was still being handed down orally from one gen-

or proper origin?

eration to another, and the constant presence of alliterative verse, or consonant rhyme (today’s newspaper headlines and marketing abundantly use this technique such as in Big is

have to replace

introduced Dr. Faustus to England, a scientist and magician who is obsessed by the thirst of knowledge and the desire to push man’s technological power to its limits. He acquires

Ya’ll wanna do this my way or yours? Do we words with others that doan’t even have a history or proper origin?

Better) helped the Anglo-Saxon peoples remember it. Such rhyme is a feature of Germanic languages and is opposed to

[7]

vocalic or end-rhyme of Romance languages. But the first written literature dates to the early Christian monasteries founded by St. Augustine of Canterbury and his disciples and it is reasonable to believe that it was somehow adapted to suit to needs of Christian readers. Even without their crudest lines, Viking war poems still smell of blood feuds and their consonant rhymes sound like the smashing of swords under the gloomy northern sky: there is always a sense of

How did it all start? Is there a need

use it? Do we

others that

have to replace words with others that don’t even have a history or proper origin?

How difficult is it and

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tate literary taste without knowing much literature at all. In the story, a couple of grocers wrangle with professional actors to have their illiterate son play a leading role in a

known for being an atheist, leading a lawless life, keeping many mistresses, consorting with ruffians: living the ‘high

drama. He becomes a knight-errant wearing, appropriately, a burning pestle on his shield. Seeking to win a princess’

life’ of London’s underworld. But many suspect that this might have been a cover-up for his activities as a secret agent for Elizabeth I, hinting that the ‘accidental stabbing’

heart, the young man is ridiculed much in the way Don Quixote was. One of Beaumont and Fletcher’s chief merits was that of realising how feudalism and chivalry had turned

might have been a premeditated assassination by the enemies of The Crown. Beaumont and Fletcher are less-known,

into snobbery and make-believe and that new social classes were on the rise. Another popular style of theatre during

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Others who followed Jonson’s style include Beaumont and Fletcher, who wrote the brilliant comedy, The Knight

years’ covenant with the devil he has to surrender his soul to him. His dark heroes may have something of Marlowe himself, whose untimely death remains a mystery. He was

0 0 0 8 9 8 2 8e

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Ya’ll wanna do this my way or yours? Do we have to replace words with origin

wazzup

Ya’ll wanna do this my way or yours? Do we

wht is p?

have to replace words with

replce words

need to use it? Do we replace words with

don’t even have a history or proper origin? How d ifficult is it to say hello intead of yo and what is

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for slang? Do we need to use it? Do we ha ve to replace words with don’t even have a history

up?

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ences to the point of creating types.

of the Burning Pestle, a mockery of the rising middle class and especially of those nouveaux riches who pretend to dic-

but it is almost sure that they helped Shakespeare write some of his best dramas, and were quite popular at the

imminent danger in the narratives.

start? Is there a need for slang? Do we need to

top con-artist, vice being punished by vice, virtue meting out its reward. This leads Jonson to exemplify such differ-

supernatural gifts that even allow him to go back in time and wed Helen of Troy, but at the end of his twenty-four

intead of yo and what is wazzup anyway?

How did it all

anyway?

wht is p? replce words dont hve history

others that doan’t even have a history origin

or proper origin?

Jacobean times was the revenge play, popularized by John Webster and Thomas Kyd.

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BOOK: SPREADS COURSE ↔ T Y P O G R A P H Y 3

37 SLANGLISH

lV

SLANG

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How did it all start? Is there a need for slang? we need to use it? Do we have to replace

Do

chill out

SLANGLISH

SLANG

words with

others that don’t even have a history or proper How difficult is it to say hello

origin? intead of yo and what is

wazzup anyway?

How did it all start? Is there a need use it? Do we

wht is p?

Ya’ll wanna do this my way or yours? Do we

replce words

have to replace words with origin

for slang? Do we need to

ha ve to replace words with others that don’t even have a history or proper origin?

— verb To relax. “Chill out! Why are you getting so worked up over this?”

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|

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INSTRUCTOR ↔ A R I E L G R E Y

or proper origin? Ya’ll wanna do this my Ya’ll wanna do this my way or yours? Do we have to replace words with others that don’t even have

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or proper origin? Ya’ll wanna do this my way or yours? 39 SLANGLISH

lV

AMERICAN VS BRITISH

D

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have to replace words with

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Regional dialects in the United States typically reflect the elements of the language of the main immigrant groups in any particular region of the country, especially in terms of pronunciation and vernacular vocabulary. Scholars have mapped at least four major regional variations of spoken American English: Northern, Southern, Midland, and Western (Labov, Ash, & Boberg, 2006). After the American Civil War, the settlement of the western territories by migrants from the east led to dialect mixing and levelling, so that regional dialects are most strongly differentiated in the eastern parts of the country that were settled earlier. Localized dialects also exist with quite distinct variations, such as in Southern Appalachia and New York City. The spoken forms of British English vary considerably, reflecting a long history of dialect development amid isolated populations. Dialects and accents vary not only between the countries in the United Kingdom, England, Northern Ireland, Scotland and Wales, but also within these individual countries. There are also differences in the English spoken by different groups of people in any particular region. Received Pronunciation (RP), which is “the educated spoken English of south-east England”, has traditionally been

others that don’t even have

regarded as “proper English”; this is also referred to as BBC English or the Queen’s English. The BBC and other broadcasters now intentionally use a mix of presenters with a variety of British accents and dialects, and the concept of “proper English” is now far less prevalent.

Written forms of American and British English as found in newspapers and textbooks vary little in their essential features, with only occasional noticeable differences in comparable media (comparing American newspapers to British newspapers, for example). This kind of formal English, particularly written English, is often called ‘standard English.’ An unofficial standard for spoken American English has also developed, as a result of mass media and geographic and social mobility. It is typically referred to as ‘standard spoken American English’ (SSAE) or ‘General American English’ (GenAm or GAE)[citation needed], and broadly describes the English typically heard from network newscasters, although local newscasters tend toward more parochial forms of speech. Despite this unofficial standard, regional variations of American English have not only persisted but have actually intensified, according to linguist William Labov.

|

or proper origin?

Ya’ll wanna do this my Ya’ll wanna do this my way or yours? Do we

PROJECT ↔ S L A N G L I S H T Y P E F A C E P R O M O T I O N

a history

or proper origin?

AMERICAN & BRITISH ENGLISH DIFFERENCES or proper origin? Ya’ll wanna do this my way or yours?

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way or yours? that don’t even have

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British and American English are the reference norms for English as spoken, written, and taught in the rest of the world. For instance, the English-speaking members of the Commonwealth often closely follow British English forms while many new American English forms quickly become familiar outside of the United States. Although the dialects of English used in the former British Empire are often, to various extents, based on British English, most of the countries concerned have developed their own unique dialects, particularly with respect to pronunciation, idioms, and vocabulary; chief among them are Canadian English and Australian English, which rank third and fourth in number of native speakers.

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way or yours?

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The English language was first introduced to the Americas by British colonization, beginning in the early 17th century. Similarly, the language spread to numerous other parts of the world as a result of British trade and colonization elsewhere and the spread of the former British Empire, which, by 1921, held sway over a population of about 470– 570 million people: approximately a quarter.

way or yours?

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For example, the c in cniht, the Old English ancestor of the modern knight, was pronounced. Another sideeffect of spelling words phonetically was that spelling was extremely variable – the spelling of a word would reflect differences in the phonetics of the writer’s regional dialect, and also idiosyncratic spelling choices which varied from author to author, and even from work to work by the same author. Thus, for example, the word and could be spelt either.

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Over the past 400 years, the form of the language used in the Americas—especially in the United States—and that used in the United Kingdom and the British Islands have

way or yours?

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diverged in many ways, leading to the dialects now English.

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03 SLANGLISH

lV

MIND MAP

D

How did it all start? Is there a need for slang? Do

TWIST /twIst/ –verb;

we need to use it? Do we

dialect

have to replace words with

accent

grammar

others that don’t even have a history or proper origin?

syntax

diction

alphabet

lingual

dialect

sentences

diction

Twisting a couple of words for convenience is one thing, switching them to make a new language is a whole different story.

How difficult is it to say hello intead of yo and what is wazzup anyway?

phonetics

syn•tax

/2 sIn t{ks/

the study of the rules for the formation of grammatical sentences in a language.

language

linguistics

Vernacular

|

words

The standard native language of a country or locality. The everyday language spoken by a people as distinguished from the literary language. See synonyms at dialect. A variety of such everyday language specific to a social group or region.

alphabet

local

accent

grammar

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43 SLANGLISH

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WAYS TO SAY STUPID

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49 SLANGLISH

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SLANG

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How do we get out of

Slang is a very common thing these days for people to communicate in. But the real

this? Or do we ever

Rock ON, dude!

get out of it? It doesn’t seem like it.

you know what’s up

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dUmbO

bowb

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wow this music is soo awesome

huff

dummy

krej

maroon

man, you the best

wow this music is soo awesome i know! rock on! Yeah, sweet, rock on!

man, you the best

wow this music is soo awesome Yeah, sweet, rock on!

ditzzzy

man, you the best you know what’s up

think so I don’t think anything to the society but rather Is that all right with everyone?

to

It’s getting out of control. Why? You ask? Well, because we’re

man, you the best wow this music is soo awesome i know! rock on! Yeah, sweet, rock on! A term used when something good happens! i know! rock on!

not as disciplined as we would like to think. How do we get out of this? Or do we ever

Why? You ask? Well, because we’re not as disciplined as we would like to think. How do we get out of this? Or do we ever

common think these days for people communicate in. But the real question is is it harming our society in any way? I definitely think so I don’t think

is taking away from it. Is that all right with everyone?

get out of it? It doesn’t seem like it.

to

It’s getting out of control.

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I don’t think anything to the society but rather

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think so it’s adding is taking away from it. Is that all right with everyone?

not as disciplined as we would like to think. How do we get out of

it’s adding

anything to the society but rather Is that all right with everyone?

this? Or do we ever get out of it? It doesn’t seem like it.

is taking away from it. It’s getting out of control. Why? You ask? Well, because we’re not as disciplined as we would like to think.

the Boers self-government under the Union of South Africa. By 1948, these Afrikaners won state elections and remained in power through the 1990’s. Apartheid (which segregated the Afrikaners and Africans) officially ended under Nelson. Even more confusing, sometimes the second word (which

man, you the best man, you the best wow this music is soo awesome i know! rock on!

rhymes with the word being referred to) is omitted, so that money is called just bees.

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get out of it? It doesn’t seem like it. it’s adding It’s getting out of control. is taking away from it.

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who speak Afrikaans, and the rest are native Africans. Although the British won the Boer Wars of 1899-1901 against the Dutch farmers (the Boers), Britain still promised

man, you the best

society in any way? I definitely think so it’s adding

this? Or do we ever get out of it? It doesn’t seem like it.

question is is it harming our society in any way? I definitely

“whistle and flute” and trouble is “Barney Rubble.” Even more confusing, sometimes the second word (which rhymes

3% of the country’s 30 million people are native English speakers. Twenty percent are descendants of Dutch farmers

A term used when something

alec

/'stu pId/ adj.

Slang is a very common think these days for people to communicate in. But the real question is is it harming our

Why? You ask? Well, because we’re not as disciplined as we would like to think.

Singapore, among other nations. In South Africa, English became an official language, along with Afrikaans and 9 African languages, in the 1996 constitution. However, only

i know! rock on!

mistakes. Marked by a lack of intelligence or care; foolish or careless.

this? Or do we ever get out of it? It doesn’t seem like it.

Slang is a very common think these days for people communicate in. But the real

British colonialism has spread English all over the world, and it still holds prestige in South Africa, India, and

man, you the best

Slow to learn or understand; obtuse. Tending to make poor decisions or careless

we would like to think. How do we get out of

How do we get out of

h of words is dropped, glottal stops are used frequently and labiodentals are used in place of interdentals. The Rhyming

Yeah, sweet, rock on! A term used when something good babe

oaf

this? Or do we ever

Why? You ask? Well, because we’re not as disciplined as

with the word being referred to) is omitted, so that money is called just “bees.”

i know! rock on!

soft_in_the_head

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it’s adding get out of it? It doesn’t seem like it. is taking away from it. It’s getting out of control.

Is that all right with everyone?

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wow this music is soo awesome

it’s adding is taking away from it. Is that all right with everyone?

not as disciplined as we would like to think.

It’s getting out of control.

wow this music is soo awesome

jackass

question is is it harming our society in any way? I definitely think so I don’t think anything to the society but rather

get out of it? It doesn’t seem like it. It’s getting out of control.

Why? You ask? Well, because we’re

Cockney (and its Ryhming Slang) is an interesting dialect of English spoken in London’s east end. The initial

Yeah, sweet, rock on! A term used when something good happens!

A term used when something good happens!

zomboid

the American and Canadian dialects of English. Similarly, Australian and New Zealand English have few differences, except Australia was originally settled as a penal colony and

this? Or do we ever

to

is it harming our

so their dialect is considered closer to British English.

Yeah, sweet, rock on! A term used when something good i know! rock on!

man, you the best

dumbshit

loony

Stoopid

man, you the best

alec

But the real question is

society in any way? I definitely think so I don’t think anything to the society but rather

New Zealand was not. New Zealanders were more attached to the Received Pronunciation of the upper class in England,

man, you the best

dink

airhead

i know! rock on!

dipshtick

use them as if everyone is supposed to understand them. Well, I don’t!

dinghead dinghead dinghead

you know what’s up

i know! rock on!

dweeb

Stupid stu•pid

i know! rock on!

=4

ditzzzy

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not as disciplined as we would like to think.

Slang is a very common thing these days for people communicate in.

Because many of the English speakers who originally inhabited Canada came from the US, there is little difference in

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This is how it’s possible to become a US citizen without speaking English. Canada also has French as an official language, though it is mostly spoken in the province of Quebec.

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Australia and New Zealand have English as an official language, the United States does not have an official language.

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D Written forms of American and British English as found in newspapers and textbooks vary little in their essential features, with only occasional noticeable differences in comparable media (comparing American newspapers to British newspapers, for example). This kind of formal English, particularly written English, is often called ‘standard English.’ An unofficial standard for spoken American English has also developed, as a result of mass media and geographic and social mobility. It is typically referred to as ‘standard spoken

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terms of pronunciation and vernacular vocabulary. Scholars have mapped at least four major regional variations of spoken American English: Northern, Southern, Midland, and Western (Labov, Ash, & Boberg, 2006). After the American Civil War, the settlement of the western territories by

But the real is it harming our

question is

migrants from the east led to dialect mixing and levelling, so that regional dialects are most strongly differentiated in the

society in any way? I definitely think so

eastern parts of the country that were settled earlier. Localized dialects also exist with quite distinct variations, such as in Southern Appalachia and New York City.

HELLA fine I don’t think anything to the society but rather

it’s adding is taking away from it.

The spoken forms of British English vary considerably, reflecting a long history of dialect development amid isolated populations. Dialects and accents vary not only

Is that all right with everyone?

Ya’ll wanna do this my way or yours? Do we

‘subject-verb-object’ (e.g. Jane strangled the cat), poets often distort this syntax through inversion, while prose writers can exploit elaborate syntactic structures such as the periodic sentence.

although local newscasters tend toward more parochial forms of speech. Despite this unofficial standard, regional varia-

Regional dialects in the United States typically reflect the elements of the language of the main immigrant groups in any particular region of the country, especially in

common think these days for people to communicate in.

the way in which words and clauses are ordered and connected so as to form sentences; or the set of grammatical rules governing such word-order. Syntax is a major determinant of literary style: while simple English sen

“proper English” is now far less prevalent.

American English’ (SSAE) or ‘General American English’ (GenAm or GAE)[citation needed], and broadly describes the English typically heard from network newscasters,

tions of American English have not only persisted but have actually intensified, according to linguist William Labov.

Slang is a very

regarded as “proper English”; this is also referred to as BBC English or the Queen’s English. The BBC and other broadcasters now intentionally use a mix of presenters with a variety of British accents and dialects, and the concept of

between the countries in the United Kingdom, England, Northern Ireland, Scotland and Wales, but also within these individual countries. There are also differences in the English

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effect of spelling words phonetically was that spelling was extremely variable – the spelling of a word would reflect differences in the phonetics of the writer’s regional dialect, and also idiosyncratic spelling choices which varied from author to author, and even from work to work by the same author. Thus, for example, the word and could be spelt either. The English language was first introduced to the Americas by British colonization, beginning in the early 17th century. Similarly, the language spread to numerous other parts of the world as a result of British trade and colonization elsewhere and the spread of the former British Empire, which, by 1921, held sway over a population of about 470– 570 million people: approximately a quarter of the world’s population at that time. Over the past 400 years, the form of the language used

spoken by different groups of people in any particular region. Received Pronunciation (RP), which is “the educated spoken

in the Americas—especially in the United States—and that used in the United Kingdom and the British Islands have

English of south-east England”, has traditionally been

diverged in many ways, leading to the dialects now com-

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Just because we’re busy, it doesn’t mean that we can’t hold on to our values and ethics. Language is a big part of a culture.

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Jonson is a master of style, and a brilliant satirist. His Volpone shows how a group of scammers are fooled by a top con-artist, vice being punished by vice, virtue meting out its reward. Others who followed Jonson’s style include Beaumont and Fletcher, who wrote the brilliant comedy, The Knight of the Burning Pestle, a mockery.

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After Shakespeare’s death, the poet and dramatist Ben Jonson was the leading literary figure of the Jacobean era (The reign of James I). However, Jonson’s aesthetics hark back to the Middle Ages rather than to the Tudor Era: his characters embody the theory of humours. According to this contemporary medical theory, behavioral differences result from a prevalence of one of the body’s four “humours” (blood, phlegm, black bile, and yellow bile) over the other three; these humours correspond with the four elements of the universe: air, water, fire, and earth. This leads Jonson to exemplify such differences to the point of creating types..

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Creoles of English can be found on the coast of West Africa, China, and on islands of the Pacific and Caribbean (especially the West Indies.) Originally, these creoles were pidgins so that English-speaking traders could conduct business. Over time, they became the native languages of the children and evolved into creoles.

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in power through the 1990’s. Apartheid (which segregated the Afrikaners and Africans) officially ended under Nelson

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who speak Afrikaans, and the rest are native Africans. Although the British won the Boer Wars of 1899-1901 against the Dutch farmers (the Boers), Britain still promised the Boers self-government under the Union of South Africa. By 1948, these Afrikaners won state elections and remained

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British colonialism has spread English all over the world, and it still holds prestige in South Africa, India, and Singapore, among other nations. In South Africa, English became an official language, along with Afrikaans and 9 African languages, in the 1996 constitution. However, only 3% of the country’s 30 million people are native English speakers. Twenty percent are descendants of Dutch farmers

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Cockney (and its Ryhming Slang) is an interesting dialect of English spoken in London’s east end. The initial h of words is dropped, glottal stops are used frequently and labiodentals are used in place of interdentals. The Rhyming Slang refers to a word by referring to two things, the last of which rhymes with what is being referred to. For examples, money is “bees and honey,” gloves is “turtle doves,” suit is “whistle and flute” and trouble is “Barney Rubble.” Even more confusing, sometimes the second word (which rhymes with the word being referred to) is omitted, so that money is called just “bees.”

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The first works in English, written in Old English, appeared in the early Middle Ages (the oldest surviving text is Cædmon’s Hymn). The oral tradition was very strong in early British culture and most literary works were written to be performed. Epic poems were thus very popular and many, including Beowulf, have survived to the present day in the rich corpus of Anglo-Saxon literature that closely resemble today’s Norwegian or, better yet, Icelandic. Much AngloSaxon verse in the extant manuscripts is probably a “milder” adaptation of the earlier Viking and German war poems from the continent. When such poetry was brought to England it was still being handed down orally from one generation to another, and the constant presence of alliterative verse, or consonant rhyme (today’s newspaper headlines and marketing abundantly use this technique such as in Big is Better) helped the Anglo-Saxon peoples remember it. Such rhyme is a feature of Germanic languages and is opposed to vocalic or end-rhyme of Romance languages. But the first written literature dates to the early Christian monasteries

The Elizabethan era saw a great flourishing of literature, especially in the field of drama. The Italian Renaissance had rediscovered the ancient Greek and Roman theatre, and this was instrumental in the development of the new drama, which was then beginning to evolve apart from the old mystery and miracle plays of the Middle Ages. The Italians were particularly inspired by Seneca (a major tragic playwright and philosopher, the tutor of Nero) and Plautus (its comic clichés, especially that of the boasting soldier had a powerful influence on the Renaissance and after). However, the Italian tragedies embraced a principle contrary to Seneca’s ethics: showing blood and violence on the stage. In Seneca’s plays such scenes were only acted by the characters. But the English playwrights were intrigued by Italian model: a conspicuous community of Italian actors had settled in London and Giovanni Florio had brought much of the Italian language and culture to England. It is also true that the Elizabethan Era was a very violent age and that the high incidence of political assassinations in Renaissance Italy (embodied by Niccolò Machiavelli’s The Prince) did little to calm fears of popish plots. As a result, representing that kind of violence on the stage was probably more cathartic for the Elizabethan spectator. Following earlier Elizabethan plays such as Gorboduc by Sackville & Norton and The Spanish Tragedy by Kyd that was to provide much material for Hamlet, William Shakespeare stands out in this period as a poet and playwright as yet unsurpassed. Shakespeare was not a man of letters by profession.

or proper origin?

Dialects in the United States resulted from different waves of immigration of English speakers, contact with other languages, and the slave trade, which had a profound impact on African American English. A dialectal study was done in 1920 and the findings are published in the Linguistics Atlas of the U.S. and Canada.

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India became an independent from Britian in 1947, and the English language was supposed to be phased out by 1965. However, today English and Hindi are the official languages. Indian English is characterized by treating mass nouns as count nouns, frequent use of the “isn’t it?” tag, use of more compounds, and a different use of prepositions. In Singapore, Chinese, Malay and Indian languages have an impact on the form of English spoken. Everyone is taught English in the school system, but there are a few differences from British English as well. Mass nouns are treated as count nouns, “use to” means usually, and no articles are used before occupations.

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Mandela’s reign, and although Afrikaans was the language used more often, the Africans wanted English as the official language. Hence the compromise of 11 official languages.

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Although the United Kingdom, Ireland, Canada, Australia and New Zealand have English as an official language, the United States does not have an official language. This is how it’s possible to become a US citizen without speaking English. Canada also has French as an official language, though it is mostly spoken in the province of Quebec. Because many of the English speakers who originally inhabited Canada came from the US, there is little difference in the American and Canadian dialects of English. Similarly, Australian and New Zealand English have few differences, except Australia was originally settled as a penal colony and New Zealand was not. New Zealanders were more attached to the Received Pronunciation of the upper class in England, so their dialect is considered closer to British English.

to say hello

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founded by St. Augustine of Canterbury and his disciples and it is reasonable to believe that it was somehow adapted to suit to needs of Christian readers. Even without their crudest lines, Viking war poems still smell of blood feuds and their consonant rhymes sound like the smashing of swords under the gloomy northern sky: there is always a sense of imminent danger in the narratives. Sooner or later, all things must come to an end, as Beowulf eventually dies at the hands of the monsters he spends the tale fighting. The feelings of Beowulf that nothing lasts, that youth and joy will turn to death and sorrow entered Christianity and were to dominate the future landscape of English fiction.

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Immigrants from Southeastern England began arriving on the North American continent in the early 1600’s. By the mid-1800’s, 3.5 million immigrants left the British Isles for the United States. The American English language is characterized by archaisms (words that changed meaning in Britain, but remained in the colonies) and innovations in vocabulary (borrowing from the French and Spanish who were also settling in North America). Noah Webster was the most vocal about the need for an American national identity with regards to the American English language. He wrote an American spelling book, The Blueback Speller, in 1788 and changed several spellings from British English (colour became color, theatre became theater, etc.) In 1828, he published his famous American Dictionary of the English Language.

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BOOK: SPREADS COURSE ↔ T Y P O G R A P H Y 3

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SLANGLISH

HOW MANY DIFFERENT WAYS CAN YOU SLANG STUPID?

The English language was first introduced to the Americas by British colonization, beginning in the early 17th century. Similarly, the language spread to numerous other parts of the world as a result of British trade and colonization elsewhere and the spread of the former British Empire, which, by 1921, held sway over a population of about 470–570 million people: approximately a quarter of the world’s population at that time.

LQHZASOP ROMAN

Slanglish

543210a

!@#$%^&*

ITALIC

Slanglish

543210a

!@#$%^&*

543210a

!@#$%^&*

BLACK

Slanglish

543210a

!@#$%^&*

ULTRA BLACK

Slanglish

543210a

!@#$%^&*

BOLD

Slanglish

HJQ HJQ wdFWQAC

vTIPLDEV

LUID2CX

vOGITF@ VrEwQOI#

FUYBCH$

SQMNUISL

11 pt.

upper case, italic

10 pt.

upper case, bold

10 pt.

HJQ

upper case, black

HJQ

upper case, black

HJQ

upper case, ultra black

7 pt.

hjq

lower case, black

10 pt.

hjq

lower case, roman

8 pt.

hjq

lower case, italic

7 pt.

hjq

lower case, ultra black

h

lower case, roman

q

hjq

LUID2CX

upper case, roman

HJQ

9 pt. 8 pt.

8 pt. 9 pt.

j

}OEW' 4=

;\h0-887343QWASHJ4=6680==-000MCYIO8982

734SIDH34=}OEW';\h0-8873434= 8e Z M < > : 8 8

: 8 8 7O S U Y 3 4 6 6 8 0 = = - 0 0 0 8 9 8 2 8e Z M < > : 8 8 7 3 4 3 4 O

WYSJD34=6680=WDS=-000898

';\h0-8873SIDJOLP434 2 8e Z M < >

0 0 0 8 9 8 2 8e

34=}OEW =6680==-

67 SLANGLISH

lV

TYPE SPECIMEN

D

SLANGLISH

can sometimes mean if right away, soon

EF YT PO KA DG

and

w

e

along or together with

LO GA BT UZ M#

anon

v

filled with consternation

a

cS bY ml @Q PWJ

to examine or analyze

VA vH JY XI BE

assay [a]stonied

to keep away from

avoid

slanglish

00

slanglish

00

blonk a type of hound that hunts by scent a mark made by burning or otherwise

p

i

YU JA ND QC nZ

ED TY KI OA GE

to burst

BW PKW #KE ()LB FA

x r

LO PAS TW YG SIU

RE UJ ZU FL NH

m o

JI TV BA EW @S

RE UJ ZU FL NH

y

d

k

BW PKW #KE ()LB FA

g

brast

burgh busk

to find fault or complain querulously or unreasonably

carp

to ward off attack from

|

LO PAS TW YG SIU

JI TV BA EW @S

brand

to entertain by dancing, singing, or reciting on the street or in a public place

the quality of mind or spirit that enables a person to face difficulty, danger, pain

force; power an outer gar ment for women and girls, consisting of bodice and skirt in one piece

a newt in its immature terrestrial stage

VA vH JY XI BE

n c

LO GA BT UZ M#

PROJECT ↔ S L A N G L I S H T Y P E F A C E P R O M O T I O N

horse

bronco

female hound sword

bilbo

burst

barrage

beat down town, fortress

metropolis

speak

descant

divide

defend

blow

depart

set in position

dint dress

eft

enprise [emprise] erst espy

gladly; willingly

fain

foin 734SIDH34=}OEW';\h0-8873434=

folde

: 8 8 7O S U Y 3 4 6 6 8 0 = = - 0 0 0 8 9 8 2 8e Z M < > : 8 8 7 3 4 3 4 O

WYSJD34=6680=WDS=-000898

';\h0-8873SIDJOLP434 2 8e Z M < >

0 0 0 8 9 8 2 8e

34=}OEW =6680==-

IUH=}OEW';\h0-88734R

appearance; can mean entertainment

refuse

to see at a distance

h

EF YT PO KA DG

|

z

cS bY ml @Q PWJ

↔ SELECTED REFLECTIONS of A A I N A S H A R M A

scrutiny

great, strong

clenly

before the present time; for merly

}OEW' 8e Z M < > : 8 8

concession

young knight looking

courage

fewter

;\h0-887343QWASHJ4=6680==-000MCYIO8982

leave, send away; sometimes dismount

desire, heart

enow

4=

assuming that before long

endeavor

stunned

cheer

eek, eke

s

ED TY KI OA GE

b

brachet

try

britten an incorporated town having its own charter and some degree of political independence from the surrounding area

YU JA ND QC nZ

beseen big

9

slanglish

5

decked or adorned slanglish

slanglish

bachelor slanglish

INSTRUCTOR ↔ A R I E L G R E Y

|

IUH=}OEW';\h0-88734R

freke

actualization

concupiscence

abscind squall

also

as well as

again

one more time

enough try before

antecedently

see

be apprised of

glad; gladly

exhilarated

to fix a spear or lance in its rest thrust

purport

earth, ground man

loam gentleman

p


p

69 lV

TYPE SPECIMEN

D

73 SLANGLISH

lV

TYPE SPECIMEN

D

bowl formed by the p

thinner stroke weight

equal stroke weights

syntax ascender

}OEW'

4=

;\h0-887343QWASHJ4=6680==-000MCYIO8982

4=

: 8 8 7O S U Y 3 4 6 6 8 0 = = - 0 0 0 8 9 8 2 8e Z M < > : 8 8 7 3 4 3 4 O

WYSJD34=6680=WDS=-000898

';\h0-8873SIDJOLP434 2 8e Z M < >

;\h0-887343QWASHJ4=6680==-000MCYIO8982

734SIDH34=}OEW';\h0-8873434= 8e Z M < > : 8 8

0 0 0 8 9 8 2 8e

;\h0-887343QWASHJ4=6680==-000MCYIO8982

';\h0-8873SIDJOLP434 2 8e Z M < >

4=

0 0 0 8 9 8 2 8e

;\h0-887343QWASHJ4=6680==-000MCYIO8982

734SIDH34=}OEW';\h0-8873434= 8e Z M < > : 8 8

34=}OEW =6680==-

: 8 8 7O S U Y 3 4 6 6 8 0 = = - 0 0 0 8 9 8 2 8e Z M < > : 8 8 7 3 4 3 4 O

WYSJD34=6680=WDS=-000898

';\h0-8873SIDJOLP434 2 8e Z M < >

0 0 0 8 9 8 2 8e

34=}OEW =6680==-

IUH=}OEW';\h0-88734R IUH=}OEW';\h0-88734R

t

71

D

75 SLANGLISH

lV

TYPE SPECIMEN

The English language was first introduced to the Americas by British colonization, beginning in the early 17th century. Similarly, the language spread to numerous other parts of the world as a result of British trade and colonization elsewhere and the spread of the former British Empire, which, by 1921, held sway over a population of about 470–570 million people: approximately a quarter of the world’s population at that time.

6 6 8 0 = = - 0 0 0 8 9 8 2 8e Z M < > : 8 8 7 3 4 3 4 O

held sway over a population of about 470–570 million people: approximately a quarter of the world’s population at that time.

8/12

D

SLANGLISH

The English language was first introduced to the Americas by British colonization, beginning in the early 17th century. Similarly, the language spread to numerous other parts of the world as a result of British trade and colonization elsewhere and the spread of the former British Empire, which, by 1921, held sway over a population of about 470–570 million people: approximately a quarter of the world’s population at that time.

12/16

The English language was first introduced to the Americas by British colonization, beginning in the early 17th century. Similarly, the language spread to numerous other parts of the world as a result of British trade and colonization elsewhere and the spread of the former British Empire.

15/18

THE COLOPHON

lV

D

About the Design The overall visual design and color palette for the design of this book was inspired by the gorgeous

The English language was first introduced to the Americas by British

The English language was first introduced to the Americas by British colonization, beginning in the early 17th century. Similarly, the language spread to numerous other parts of the world as a result of British trade.

colonization, beginning in the early 17th century. Similarly, the language spread to numerous other parts of the world as a result of British trade

type spec

and colonization elsewhere and the spread of the former British Empire, which, by 1921, held sway over a population of about 470–570 million people: approximately a quarter of the world’s population at that time.

9/14

18/20

4=

: 8 8 7O S U Y 3 4 ';\h0-8873SIDJOLP434 2 8e Z M < >

0 0 0 8 9 8 2 8e

woodwork and rich wood paneling in some of the libraries that I’ve visited in Europe along with antique paneling or custom-built home libraries. This design is one possibility from that inspiration. All images in this book, includes images for the visual design. As many Web designers and developers already know, images are then in the visitor’s browser cache so they’re only downloaded that one time, which also helps bandwidth and page load times.People have asked if any part of this design is available for use - sorry, but no, it’s not! I’m always happy to create something unique for you, though. Typefaces Syntax Adobe Baskerville ITC Stone Sans: Phonetic IPA

}OEW'

WYSJD34=6680=WDS=-000898

IUH=}OEW';\h0-88734R

7/11

The English language was first introduced to the Americas by British colonization, beginning in the early 17th century. Similarly, the language spread to numerous other parts of the world as a result of British trade and colonization elsewhere and the spread of the former British Empire, which, by 1921,

734SIDH34=}OEW';\h0-8873434= 8e Z M < > : 8 8

WYSJD34=6680=WDS=-000898

=6680==-

equal stroke weights

4=

}OEW'

: 8 8 7O S U Y 3 4 6 6 8 0 = = - 0 0 0 8 9 8 2 8e Z M < > : 8 8 7 3 4 3 4 O

34=}OEW

IUH=}OEW';\h0-88734R

lV

}OEW'

baseline

}OEW'

734SIDH34=}OEW';\h0-8873434=

8e Z M < > : 8 8

TYPE SPECIMEN

x-height

;\h0-887343QWASHJ4=6680==-000MCYIO8982

734SIDH34=}OEW';\h0-8873434= 8e Z M < > : 8 8

: 8 8 7O S U Y 3 4 6 6 8 0 = = - 0 0 0 8 9 8 2 8e Z M < > : 8 8 7 3 4 3 4 O

WYSJD34=6680=WDS=-000898

34=}OEW

';\h0-8873SIDJOLP434 2 8e Z M < >

=6680==-

0 0 0 8 9 8 2 8e

34=}OEW =6680==-

IUH=}OEW';\h0-88734R


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ S L A N G L I S H T Y P E F A C E P R O M O T I O N |

INSTRUCTOR ↔ A R I E L G R E Y |

COURSE ↔ T Y P O G R A P H Y 3 CD + CD COV ER


|

dink

langlish w language for a busy world

zomboid

dummy

|

roper origin?

or proper origin? ith a history

way or yours?

Ya’ll wanna do this my a history ’t even have

have to replace words with o we others

Do we others that don’t even have ay or yours?

Ya’ll wanna do this my way or yours? a do this my

or proper origin? roper origin?

others that don’t even have e words with

have to replace words with ’t even have

Ya’ll wanna do this my way or yours? Do we ay or yours?

by a lack of intelligence or care; foolish or careless.

Do we others

Slow to learn or understand; obtuse. Tending to make poor decisions or careless

have to replace words with

others that don’t even have or proper origin?

or proper origin?

a history

have to replace words with a history

have to replace words with

Ya’ll wanna do this my way or yours? Do we Do we others that don’t even have

Ya’ll wanna do this my way or yours?

or proper origin?

a history

others that don’t even have

others that

How

did it all for slang? need to use it? Do we have to replace words with don’t even have a history or proper origin? How d ifficult is it to say hello intead of yo and what is anyway? start? Is there a need Do we

start? Is there a need

mistakes. Marked

wazzup

How did it all start? Is there a need for slang? Do we need to use it? Do we have to replace words with others that don’t even have a history or proper origin? intead of yo and what is wazzup anyway?

How did it all for slang? Do we need to use it? Do we ha ve to replace words with others that don’t even have a history or proper origin? How difficult is it to say hello intead of yo and what is wazzup anyway?

POSTER

How difficult is it to say hello

Ya’ll wanna do this my way or yours? Do we

/'stu pId/ adj.

COURSE ↔ T Y P O G R A P H Y 3

Stupid stu•pid

maroon

huff

INSTRUCTOR ↔ A R I E L G R E Y

a history a history

ditzzzy

alec

|

that don’t even have

PROJECT ↔ S L A N G L I S H T Y P E F A C E P R O M O T I O N

have to replace words with a history

↔ SELECTED REFLECTIONS of A A I N A S H A R M A

or proper origin?


to say hello

have to replace

or proper

words with

others that don’t even have a history origin?

intead of yo and what is wazzup anyway?

How difficult is it to say hello

have to replace words with others that don’t even have or proper

to say hello intead of yo what is wazzup anyway?

start? Is there a need

others that How did it all start? Is there a need for slang? Do

a history origin?

intead of yo and what is wazzup anyway?

How did it all start? Is there a need

for slang? Do we need to use it? Do we

ha ve to replace words with others that don’t even have a history or proper origin? How difficult is it and

How difficult is it and

How did it all for slang? Do we need to use it? Do we ha ve to replace words with don’t even have a history or proper origin? to say hello intead of yo what is wazzup anyway?

we need to use it? Do we have to replace words with others that don’t even have a history How is it to didsay it all How difficult hello start? Is there a need for slang? Do we have to

need to use it? Do we replace

words with don’t even have a history or proper origin?

others that

How d ifficult is it to say hello intead of yo and what is anyway?

wazzup

or proper origin? intead of yo and what is wazzup anyway?

start? Is there a need

How did it all for slang? Do we need to use it? Do we ha ve to replace words with

others that How difficult is it and

did it all for slang? need to

How did it all start? Is there a need for slang? Do we need to use it? Do we

origin?

intead of yo and what is wazzup anyway?

start? Is there a need

woH

Ya’ll wanna do this my way or yours? Do we others that don’t even have have to replace words with a history or proper origin?

How difficult is it and

intead of yo and what is anyway?

ha ve to replace words with don’t even have a history or proper origin? to say hello intead of yo what is wazzup anyway?

How

start? Is there a need Do we

others that

did it all for slang?

An

need to

have to

use it? Do we replace words with

don’t even have a history or proper origin? How d

to say hello

wazzup

ifficult is it

intead of yo and what is anyway?

Ya’ll wanna do this my Do we others that do have to repla or Ya’ll wan

that do have to replace words or

or proper origin?

have to replace words with a history

that don’t even have

Do we others

way or yours?

Ya’ll wanna do this my

or proper origin?

a history

have to replace words with

or proper origin?

Do we others that don’t even have

that don’t even have

Do we others

Ya’ll wanna do this my way or yours?

way or yours?

Ya’ll wanna do this my

we need to

don’t even have a history or proper origin?

How difficult is it and

have to replace words with a history

How did it all start? Is there a need for slang? Do use it? Do we words with

others that don’t even have a history or proper origin? intead of yo and what is wazzup anyway?

gadgets and everything fast, we should not forget where our roots are and how we started communicating. Let’s bring back English the way it was always meant to be.

taht srehto ew oD deen a ereht sI ?trats

lla ti did

ti si tlucfifid woH taht srehto deen a ereht sI ?trats

How did it all

How did it all for slang? Do we need to use it? Do we

others that

don’t even

a history How did it all or proper origin? for slang? intead of yo and what is wazzup anyway? need to use it? Do we

olleh yas ot d woH evah

htiw sdrow ot evah

?gnals rof

dna

?nigiro reporp ro yrotsih a evah neve t’nod ew oD ?ti esu lla ti did woH ?gnals rof deen a ereht sI ?trats

for slang? Do we need to use it? Do we ha ve to replace words with

SLANG /sl{ŋ/ –noun; In a world of

others that

don’t even have a history or proper origin? to say hello intead of yo what is wazzup anyway?

ti si tlucfifi

puzzaw

wazzup

have to replace words with others that don’t even have a history or proper How difficult is it to say hello

How start? Is there a need Do we

use it? Do we have to replace words with others that

have a history or proper origin? How d ifficult is it

don’t even have a history or proper origin?

to say hello to say hello intead of yo what is wazzup anyway? How did it all wazzup start? Is there a need for slang? Do we need to use it? Do we have to replace words with others that don’t even have

start? Is there a need How difficult is it to say hello Do we

have to replace words with How did it all don’t even start? Is there a need for slang? Do we need to have a history use it? Do we or proper origin? ha ve to replace words with

How d ifficult is it others that to say hello intead of yo and what is How difficult is it anyway? and

wazzup

How did it all start? Is there a need for slang? Do we need to use it? Do we replace words with have to

others that

don’t even have a history or proper origin? How d ifficult is it to say hello intead of yo and what is anyway?

?yawyna si tahw dna

oy fo daetni ?nigiro reporp ro yrotsih a neve t’nod ecalper ew oD ?ti esu ot deen

?yawyna puzzaw si tahw oy fo daetni olleh yas ot htiw sdrow ecalper ot ev ah ot deen ew oD ?gnals rof

olleh yas ot ti si tlucfifid woH

reporp ro ecalper ot evah

ot deen ew lla ti did woH

have to replace

origin? anyway?

or proper origin?

?yawyna puzzaw si tahw dna oy fo daetni ?nigiro yrotsih a evah neve t’nod taht srehto htiw sdrow ew oD ?ti esu oD

How difficult is it to say hello

Do

words with

a history intead of yo and what is wazzup anyway? use it? Do we to say hello intead of yo what is wazzup anyway?

replace

a history

ifficult is it

and what is

a history

to say hello intead of yo

How did it all origin?

a history Do

start? Is there a need

How did it all start? Is there a need for slang?

we need to use it? Do we have to replace

others that don’t even have or proper

for slang? Do we need to don’t even have a history or proper origin?

and

did it all for slang? need to

use it? Do we have to

don’t even

or proper origin? How d

intead of yo

a history

have to replace words with anyway?

intead of yo

ifficult is it don’t even

replace need to for slang?

did it all

what is wazzup anyway?

don’t even have a history ha ve to replace words with for slang? Do we need to

intead of yo and what is wazzup anyway? or proper

words with

we need to How did it all

a history or proper origin?

others that

How difficult is it to say hello

How did it all start? Is there a need

ha ve to replace words with others that How difficult is it

How start? Is there a need Do we

words with others that have to say hello wazzup

or proper origin? others that don’t even have Ya’ll wanna do this my way or yours? Do we wazzup

and what is to say hello How d

or proper origin? have others that

words with have to

use it? Do we Do we start? Is there a need How and How difficult is it others that

use it? Do we start? Is there a need How difficult is it to say hello

others that don’t even have have to replace

use it? Do we start? Is there a need for slang?

Ya’ll wanna do this my way or yours? Do we have to replace words with others that don’t even have

to say hello intead of yo what is wazzup anyway?

How

did it all for slang?

start? Is there a need Do we

need to use it? Do we


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ D A R T: H I G H E N D T A R G E T |

INSTRUCTOR ↔ M I C H A E L O S B O R N E |

COURSE ↔ P A C K A G E D E S I G N 4 FAIR


PROJECT NO ↔

SMART IDEAS WIN FAIR AND SQUARE


01

02

03

04

05

06

07

08

09

10

11


HERE'S AN EXAMPLE. CASE TITLE

DART: Smart Living [high-end Target]

COURSE

Package Design 4

INSTRUCTOR

Michael Osborne

CATEGORY

Packaging

TERM

Spring 2010

DELIVERABLES Various designs for different sub-brands 4 logos CONCEPT Target is all about smart design and smart thinking. So, what would a store that's essentially a high-end Target stand for? Well, it stands for smart living. DART's target audience is mostly young professionals who wants thing that are not only well designed but also functional. DART would compete with stores like Williams-Sonoma and Crate and Barrel. The four departments that were designed [home and kitchen appliances, food, babies and home decor] represent the aesthetic of the entire store. The strategy that was used for these designs is the brand in house approach as well as the house of brands approach. WORTH A MENTION Featured at: Academy of Art University Spring Show [2009-2010]


V ISUAL MOODBOARD


BRAND CHART

LOGO REFINEMENT // week 6

INSTRUCTOR ↔ M I C H A E L O S B O R N E

|

COURSE ↔ P A C K A G E D E S I G N 4

LOGO REFINEMENT // week 6

DART // Aaina Sharma • Angela Wijaya • Kamal Jeet • Sung-In Choi

WHY DART? Since we had to design a packaging system for a store that would essentially be a high-end version of Target, we decided to brand the store with a name that was close enough to a 'Target' but could still have its own, separate entity and become a well-known brand. STRATEGY

|

The packaging for each department will reflect what DART's overall

↔ SELECTED REFLECTIONS of A A I N A S H A R M A

|

PROJECT ↔ D A R T: H I G H E N D T A R G E T

personality is and how it takes the Target brand further with smart functionality that Target is already known for. We did this by using both the house of brands and the brands in house approach.

HOME & KITCHEN APPLIANCES KITCHEN Mixing bowls Measuring cups Frying pans Stock pots Whisk Cooking utensils Grill pans Timer

KEY ADJECTIVES Smart, bold, straightforward AUDIENCE PROFILE Alexis, Single, 30 years old, senior designer at a design agency, drives a BMW hard top convertible, owns a malti-poo, her hobbies are doing yoga and cooking Italian food.

HOME Toaster Blender Iron Hand vaccum cleaner Wine opener Electric shaver


LET'S BREAK IT DOWN. BABY FOOD, CLOTHING & TOILETRIES

FOOD

HOME DECOR

DUCKIE YUM

DRY PASTA

LIVING ROOM

Fruit juice Baby snacks Yogurt

Spaghetti Linguine Rigatoni Penne Elbow

Candle holder Lamp Mirror Picture frame Vase

SPICES

KITCHEN

Paprika Pepper Turmeric Cinnamon

Coasters Tea kettle Salt & pepper mill Utensil holder Wine holder Napkin holder

DUCKIE SOFT Socks Bibs Blankets

DUCKIE BUBBLE Shampoo Body wash

BAKING

Baking mixes Sprinkles

ORGANIC Bamboo tray Cuttin board Serving baskets Tea bag box Utensil holder


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ D A R T: H I G H E N D T A R G E T |

INSTRUCTOR ↔ M I C H A E L O S B O R N E |

COURSE ↔ P A C K A G E D E S I G N 4

LOGO REFINEMENT // week 6

DART // Aaina Sharma • Angela Wijaya • Kamal Jeet • Sung-In Choi

IDENTITY: PROCES S


LOGO THUMBNAILS


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ D A R T: H I G H E N D T A R G E T |

INSTRUCTOR ↔ M I C H A E L O S B O R N E |

COURSE ↔ P A C K A G E D E S I G N 4 DART APPLIANCES


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ D A R T: H I G H E N D T A R G E T |

INSTRUCTOR ↔ M I C H A E L O S B O R N E |

COURSE ↔ P A C K A G E D E S I G N 4 FORK + KNIFE


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ D A R T: H I G H E N D T A R G E T |

INSTRUCTOR ↔ M I C H A E L O S B O R N E |

COURSE ↔ P A C K A G E D E S I G N 4 FORK + KNIFE


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ D A R T: H I G H E N D T A R G E T |

INSTRUCTOR ↔ M I C H A E L O S B O R N E

LOGO THUMBNAILS

|

COURSE ↔ P A C K A G E D E S I G N 4 COTTAGE: IDENTITY


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ D A R T: H I G H E N D T A R G E T |

INSTRUCTOR ↔ M I C H A E L O S B O R N E |

COURSE ↔ P A C K A G E D E S I G N 4 COTTAGE: SKETCHES


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ D A R T: H I G H E N D T A R G E T |

INSTRUCTOR ↔ M I C H A E L O S B O R N E |

COURSE ↔ P A C K A G E D E S I G N 4 COTTAGE: LIV ING ROOM


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INSTRUCTOR ↔ M I C H A E L O S B O R N E |

COURSE ↔ P A C K A G E D E S I G N 4

2.5 in D x 4 H

Dual Salt and Pepper Mill

S&P MILL Dual mill. One sleek, compact mill doubles up on fresh-ground salt and pepper.

COTTAGE: KITCHEN

Dual Salt and Pepper Mill

PROJECT ↔ D A R T: H I G H E N D T A R G E T

2.5 in D x 4 H

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S&P MILL

↔ SELECTED REFLECTIONS of A A I N A S H A R M A

S&P MILL

Dual mill. One sleek, compact mill doubles up on fresh-ground salt and pepper.

S&P MILL


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ D A R T: H I G H E N D T A R G E T |

INSTRUCTOR ↔ M I C H A E L O S B O R N E |

COURSE ↔ P A C K A G E D E S I G N 4 COTTAGE: ORGANIC


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ D A R T: H I G H E N D T A R G E T |

INSTRUCTOR ↔ M I C H A E L O S B O R N E |

COURSE ↔ P A C K A G E D E S I G N 4 COTTAGE: ORGANIC


12.5 in x 4 in x 2.5 in

Made From Natural Bamboo

TEA BAG BOX TEA BAG BOX Made From Natural Bamboo 12.5 in x 4 in x 2.5 in


V ERSATILITY


PROJECT NO ↔

RANDOM ACTS OF VERSATILITY


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ P O S T E R S : P U R S U I T O F H A P P Y N E S S |

INSTRUCTOR ↔ R O L A N D Y O U N G |

COURSE ↔ P R I N T D E S I G N 2 PROMOTIONAL POSTERS

WHAT WOULD YOU SAY IF A MAN WALKED IN HERE WITH NO SHIRT, AND I HIRED HIM? WHAT WOULD YOU SAY?

HE MUST HAVE HAD ON SOME REALLY NICE PANTS.


HEY. DON'T EVER LET SOMEBODY TELL YOU THAT YOU CAN'T DO SOMETHING. NOT EVEN ME. ALL RIGHT? PEOPLE CAN'T DO SOMETHIN' THEMSELVES, THEY WANNA TELL YOU YOU CAN'T DO IT. IF YOU WANT SOMETHIN', GO GET IT. PERIOD.


↔ SELECTED REFLECTIONS of A A I N A S H A R M A |

PROJECT ↔ P O S T E R S : P U R S U I T O F H A P P Y N E S S |

INSTRUCTOR ↔ R O L A N D Y O U N G

MY HEART WILL GO ON

CELINE DION

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COURSE ↔ P R I N T D E S I G N 2 PROMOTIONAL POSTERS


THE CURIOUS CASE OF BRAD PITT CATE BLANCHETT TARAJI P. HENSON

BENJAMIN BUTTON


CALLIGRAPHY


CALLIGRAPHY


IDENTIFY


PROJECT NO ↔

IDENTIFYING THE IDENTITY


IDENTITY DESIGN

HOTELS & SUITES

COURSE Identity design 1 INSTRUCTOR Hunter Wimmer CLIENT Days Inn HOTELS & SUITES

COURSE Identity design 1 INSTRUCTOR Hunter Wimmer CLIENT Mary Kay

Mar y and John


COURSE Package design 3 INSTRUCTOR Tom McNulty CLIENT Fossil

COURSE Package design 3 INSTRUCTOR Tom McNulty CLIENT Castello di Amorosa


IDENTITY DESIGN

COURSE Graphic design 3 INSTRUCTOR Laura Milton CLIENT Kiva

COURSE Graphic design 2 INSTRUCTOR Tom McNulty CLIENT Starbucks Coffee


COURSE Graphic design 2 INSTRUCTOR Tom McNulty CLIENT Tenderloin District

COURSE Package design 3 INSTRUCTOR Tom McNulty CLIENT Moda


IDENTITY DESIGN

Dyo Gaidari C a f e & B a k e ry

COURSE Package design 1

Dyo Gaidari C a f e & B a k e ry

INSTRUCTOR Christine George CLIENT Dyo Gaidari

Dyo Gaidari C a f e & B a k e ry

Dyo Gaidari C a f e & B a k e ry

COURSE Print design 2 INSTRUCTOR Roland Young CLIENT Ikea


COURSE Graphic design 1 INSTRUCTOR Scott Rankin CLIENT Elaichi Indian Restaurant

COURSE n/a INSTRUCTOR n/a CLIENT Rupesh Kotecha


IDENTITY DESIGN

COURSE Package design 4 INSTRUCTOR Michael Osborne CLIENT Target

COURSE Package design 4 INSTRUCTOR Michael Osborne CLIENT Target


COURSE Package design 4 INSTRUCTOR Michael Osborne CLIENT Target

COURSE Package design 4 INSTRUCTOR Michael Osborne CLIENT Target


THANK YOU


FROM THE BOTTOM OF MY HEART FAMILY

To my mom, who has always been by my side and encouraged me to do what I believe in. You're the best mom anyone can ask for. Thank you. To my dad, who has believed in me to do the right things in life. To my brother, who I can count on for anything and everything. Thanks for always having my back. To my sister-in-law for always listening to what I had to say and making sure that I was always well-fed. To my awesome husband who has been extremely supportive. Thanks for giving me the motivation when I needed it. I hope I have made you all proud.

FACULTY Mary Scott, Tom McNulty, Michael Osborne, Hunter Wimmer, Roland Young, Ariel Grey, Eszter Clark, Laura Milton, Megumi Kiyama, Paul Kagiwada, Christine George, Amy Broadbent, Scott Rankin, Carolina de Bartolo. Thanks for all your guidance.


COLOPHON

DESIGNER Aaina Sharma PHONE 510 334 6316 EMAIL aaina@greymint.com WEB www.aainasharma.com INSTRUCTOR Mary Scott TYPEFACES Knockout, Mrs. Eaves PRINTER Chum's Design and Print BINDERY The Key Printing and Binding PHOTOGRAPHY Aaina Sharma PLATFORM Mac Pro, OS X, Adobe Creative Suite 4 STOCK PHOTOS shutterstock.com COPYRIGHT Š 2010 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, without the written permission of Aaina Sharma.



Aaina Sharma's Graphic Design Portfolio